New York University

The Look of Data Science

How a new site helped NYU grow a degree and university-wide initiative.

Introducing the Center

Soon before New York University debuted its new data science training and research facility — the Center for Data Science — it turned to Spark451. The center needed a branded identity, a website, and a plan to admit its first class of master’s students.

Spark451 delivered all three in five weeks. Since then, we have collaborated with the center to refresh and expand the site, bring in another class, and build a microsite.

The Look

Spark451 created a graphics system using overlapping geometric shapes to convey the complexity of information data scientists handle. Custom infographics add to the data-focused look and feel of the fully responsive site.

Telling the Story of Data Science

Data science is an unfamiliar field for many prospective students and other site visitors. Spark451 developed content to explain what data science is, its uses in everything from healthcare to business, and data science careers. The SEO-optimized copy helped rank the site #2 after Wikipedia for the keyword “data science.”

"Collaborating with Spark451 to develop our site and attract students has been a terrific experience. Their work is beautiful, informative, and effective. We’ve enjoyed having Spark lead our digital marketing, and look forward to working with them as we continue to grow."

— Roy Lowrance , Managing Director, Center for Data Science

Because the site is built on the Wordpress CMS, Center for Data Science faculty and staff can easily edit and add site content.

First Classes

Spark451 created a communications and marketing plan to recruit students for the inaugural master’s in data science class. The plan included a targeted email campaign featuring topics such as traits of a data scientist. Based on its success, we devised and implemented a plan for the center’s next group of master’s students. Our student search, digital communications, and yield program assisted in increasing enrollment by 50 percent from 2014 to 2015.


the site’s Google search ranking for “data science”


increase in enrollment from 2014 to 2015

Partner Microsite

Partnerships connect the Center for Data Science with companies that provide real-world experience for students. In turn, companies benefit from links to leading research. To assist the center’s efforts to foster new partnerships, Spark451 developed a microsite that the center can personalize on the fly for partners. It’s a memorable follow-up piece to meetings and presentations.

View Project