Client: The Cambridge School of Weston
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 challenge of brand misperception needed to be addressed head-on and unapologetically, so we went with a bold, conversational tone and imagery that, as often as possible, showcased CSW’s exceptionally rigorous academics.
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.
Another critical component of the brand was to tell stories from the students’ perspective - and in their own words.
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.
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.
Experiences lists every course and extracurricular activity a student has the opportunity to participate in, both on and off campus.
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.