For a 90-year-old institution with a national reputation, our primary admissions collateral wasn't reflecting the caliber of the education we provided. The existing materials—a series of disorganized, fragmented accordion brochures—failed to mirror the sophistication of the school’s strategic direction. In a competitive market where the viewbook often justifies a significant financial investment, the current execution was a missed opportunity to signal quality and rigor. My challenge was to replace this disjointed system with a premium, multi-layered narrative experience that could convince discerning families that Durham Academy is a premier investment in their child’s future.

I spearheaded a departure from DA's traditional viewbook formats, drawing inspiration from high-end luxury brands to engineer a more tactile and organized information experience. I conceptualized a custom tri-fold system designed to guide prospective families through three distinct 'zoom' levels of the DA story.

I architected a three-booklet framework—Experience, Educational, and Excellence—to transition the reader from a high-level strategic vision down into the granular details of the classroom and the application process. I served as the bridge between enrollment strategy and creative production, directing the copy, art direction, and specialty print specs—including the selection of textured papers and 'easter egg' design details—to create a sense of discovery. This required a rigorous focus on visual hierarchy and pacing to ensure that the heavy volume of information felt curated, premium, and easy to navigate.

The redesigned Viewbook successfully elevated the school’s visual authority, receiving immediate acclaim from the Enrollment Management team, the Board of Trustees, and prospective families. By shifting to a more sophisticated and deliberate organization of information, we created a piece that silently builds trust and validates the institution’s value proposition before a family even sets foot on campus. We transformed a cumbersome set of brochures into a cohesive, high-conversion brand asset that now serves as the gold standard for our recruitment efforts.