At Keypath Education, I designed websites, brochures and Facebook ads for four university partners, ECU, JCU, VU and UC — bringing a UX focus to each piece to help create a smoother student experience.
In late 2024, ECU launched its second refreshed brand and I rolled out the new look across key marketing assets. A standout project was their lead generation brochure. Collaborating with content producer and writer Anna Spargo-Ryan, we restructured the content, refined the layout and streamlined the messaging to improve clarity and flow. The result was a fresh, aspirational design that felt more human and less corporate — earning strong feedback from stakeholders and ECU’s brand team. You can view the brochure here, along with other refreshed ECU documents.
The brand rollout also extended into ECU’s digital advertising. I rebranded their Facebook ads, which didn’t just look better, they performed better too. Cost per lead dropped 35%, from $41 in June to $27 in July 2025, the lowest CPL in over two years (compared to FY25’s average of $66 and FY24’s $77).
As part of ECU's brand refresh, their website was updated with new colors and fonts. Due to time constraints, a full redesign wasn't possible, so I created a sample landing page in Figma to showcase how the updated brand would look online.
In this design, I focused on improving the user experience: I swapped the sidebar navigation for a top bar to allow improved readability on mobile and optimising the available space for content. I added a clear contact number, made the contact form more refined, and changed the CTA from "download my brochure" to "download your brochure" making the CTA feel more personable. I also added extra CTA banners as well as a bold and visually distinct CTA banner at the bottom to guide users to their next step in downloading a brochure.
A copy of the previous landing page design can be downloaded here. The Figma prototype can be found here - a heads up, this will require you to log in to Figma.
During early 2024 our ECU online course for Master of Communication was experiencing a lack of leads but strong pipeline conversion, to help solve this problem the marketing team initiated a campaign to diversify our marketing channels
for greater reach. For this, a webinar on the topic of AI was produced as the new lead magnet with the aim to appeal to top of funnel leads by providing free content on relevant topics.
This initiative was very successful resulting in 194 leads with a Facebook CPL of $20 and LinkedIn CPL of $25, with 80 unique attendees in total, 17 of these filled out the survey at the end and 5 hot leads were
identified as being interested in studying the course. Below is a sample of the creative that was used to market this free webinar. One thing to note: ECU has undergone two brand refreshes during my time of employment, the below creative is based on ECU’s first brand iteration from their original look and feel.
Prior to ECU’s first brand refresh I conducted a CRO test. This involved changing one element on our PPC landing pages and then A/B testing this over three months. Pulling on an emotional lever of our target audience’s motivations to achieve job security and a pay increase, I hypothesised that adding an infographic communicating future earning potential and industry growth data would pique the user’s interest in being able to achieve their end goal which would then lead them to enquire about more information (filling out our enquiry form thus increasing on page conversions).
This test was successful with a 32% increase in on page conversions. Below is the artwork that was produced, which was then rolled out across all PPC landing pages for each online course.
At the end of 2024, The University of Canberra’s (UC) Master of Counselling course faced an issue: students often arrived at placements unprepared, causing problems for placement teams, host organisations, and Keypath. Unprepared students were more likely to drop out, affecting revenue. To resolve this, a UX test was conducted to identify the key information students need before starting the placement unit and during the consideration stage of their journey prior to enrolling in the course.
The findings and recommendations from this test can be found in the link here.
In July 2025, UC launched a niche Graduate Certificate in LGBTQIA+ and Gender Policy. Despite having no sales support from the student enrolment team, the LGBTQIA+ Policy course received two applications within the first few days. Early PPC performance was strong, with leads coming in at just $5 and a 6.24% click-through rate on the blonde, short-haired ad creative shown below.
The Graduate Certificate in Gender Policy launched with a CPL of $50. These grad certs articulate into the Master of Public Policy, which typically sees an average CPL of $70, making the early results especially promising.
Earlier in 2024 Victoria University (VU) engaged in a brand refresh. My role here, as similar to ECU’s brand refresh, was to execute rolling out this new identity across all marketing assets. An example of these are shown below. The following PPC ads use a mix of static and video creatives to help increase engagement and minimise ad fatigue.
A new PDF brochure design was also created, making improvements on the previous design a UX test was initiated to identify the most relevant content to users, this helped to make sure that potential students would only be receiving information that was pertinent to them at that stage in the customer journey. I also added in a sticky sidebar navigation to allow users to easily transition between sections of the brochure as they pleased as well as including a few more CTA elements to increase the opportunity for users to make the next step in calling a Student Enrolment Advisor.
Prior to VU’s brand refresh the majority of my work for this partner involved creating a variation of infographics that were used throughout blog articles to help users digest text-heavy content and improve retention of information. I also worked with our content producers to design social media posts for our organic social strategy. Contributing to the overall brand landscape that fed into the success of PPC ads and brand awareness.
The following Facebook carousel ad was part of a remarketing campaign encouraging future students to enrol in VU’s online health courses by communicating a potential 80% off course fees offer that was subsidised by the commonwealth, along with a time sensitive message to create urgency via ‘final intake’ and ‘clock ticking’. This campaign and ad set was considered very successful, yielding a CPL of $15 AUD, the average CPL for VU’s online health courses ranges from $37 AUD-$93 AUD (as of May 2023).
My work across JCU predominantly entailed the creation of Facebook ads and at times eDM design. Every three months Keypath would refresh the creatives for each partner's PPC ad sets as to avoid ad fatigue. The below set of four Facebook ads were part of our October 2023 refresh, the creatives that included close up images of people’s faces produced an average CPL of $50 AUD which was $19 AUD lower than the previous months creatives and $12 AUD lower than other creatives for JCU on average.
While at Keypath I was fortunate enough to partake in an agile training workshop by Growth Generators. Keypath was moving away from a traditional waterfall model of working into agile with the aim of increasing efficiency and cross-collaboration amongst each specialist department within the marketing umbrella. All remote team members were flown to the head office in Melbourne, for many (myself included) this was the first time meeting in person. Conducted over two and half days we ran through a series of exercises to learn about ceremonies, scrum and kanban which has allowed me to hone my project management and workflow skills.
