Cambridge School of Weston

Viewbook Package

Website Redesign

The new identity extends to virtually all aspects of the CSW brand - from website to direct mail, and wherever possible, reinforces their leadership in progressive education, as well as academic excellence and rigor.

Website Redesign

Social Media

The new visual identity extends into social media marketing

Accept Package

Upon acceptance, new students are sent this package containing informative and fun keepsakes that help them prepare for life at their new school.

Alumni Magazine

The new brand identity also includes alumni outreach efforts such as their quarterly alumni magazine in print and in digital formats.

Direct Mail

The new brand extended into every facet of marketing and recruitment included direct mail.

Viewbook Package - "Voices"

Viewbook Package - "Basics"

Basics is a small, 12-page overview loaded with facts and figures about CSW. Easy to digest and understand, it is designed to whet the appetite of prospects and drive them to want to learn more.

Viewbook Package - "Voices"

Another critical component of the brand was to tell stories from the students’ perspective - and in their own words.

Viewbook Package - "Voices"

Realism and honesty were paramount, so in Voices, we photographed students in extreme close-up and unretouched, as if the reader is actually meeting the students in person.

Viewbook Package - "Voices"

Portrait pages fold out to reveal a snapshot of life for that particular student, with quotes, a sample of their actual course selection, as well as their favorite aspects of life at CSW.

Viewbook Package - "Voices"

Viewbook Package - "Experiences"

Experiences lists every course and extracurricular activity a student has the opportunity to participate in, both on and off campus.

Viewbook Package - "Voices"

Anything but typical

The Cambridge School of Weston is a progressive, private high school whose brand identity had remained unchanged for nearly a decade. As a result, prospects were left with inaccurate impressions about the CSW brand that had evolved unchecked over time. Two misperceptions that needed to be addressed aggressively was that CSW is predominantly a school for the arts and that their academics were not rigorous - a particular brand challenge, given the number of competitor private high schools in the northeastern United States.

The main objective of the brand strategy is to illustrate through words and imagery the vigorous and hands-on academic experiences each student participates in at CSW. Facts and anecdotes from actual students and parents throughout the identity provide proof of CSW's commitment to providing a truly unique progressive education that emphasizes deep learning and meaningful relationships. It wasn’t enough to simply show real students. For CSW, it is critical that the students’ individual personalities come through loud and clear.

SERVICES

Branding strategy and development
Brand assessment
Print communications
Web design