Category No. 1: Printed Viewbook

MISSION MINDED FOR BERKWOOD HEDGE SCHOOL

Berkeley, CA USA
Grades K-5, Coed Day

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SAMPLE JUDGES' COMMENTS

Gold: This lovely viewbook is a joy to experience. It's the perfect example of a piece that makes families want to learn more about a school. Instead of trying to present all the facts and figures that can be found elsewhere, it tells stories through words, pictures and illustrations. A clear winner.

Receiving high marks across the board for originality, persuasiveness, copy and more,  Berkwood also receives high marks for taking a risk with their design and approach. Truly exceptional is the combined use of illustration and photography — a unique approach of using two different types of visual storytelling that are not often combined. The result is very powerful; very impactful.

TEAM

Rod Lemaire, Creative Director

Denise Gallagher, Designer/Illustrator

Sarah Moore, Senior Brand Strategist/Writer

Julie Malmberg Grawe, Senior Brand Strategist

Wen Ex, Writer

CROSSROADS SCHOOL FOR ARTS AND SCIENCES

Santa Monica, CA USA
Grades K-12, Coed Day

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SAMPLE JUDGES' COMMENTS

Crossroads is about people, and reading this makes me proud to be one. In fact, it inspires me to become a better one! Superb writing makes me feel I'm having a conversation with someone — a genuine exchange. Energetic photography and visceral design conveys an exuberance that pulls me into a vibrant campus — on an action-packed day with people who ignite me. Clever deck of cards and tactile, interactive construction engages my body and mind, and takes me on a journey of exploration, growth, and transformation.

The approach to the printed piece along with the original artwork made this piece stand out.

TEAM

Jeff Goodman, Communications Manager

Sara Ring, Director of Communications

Graphic Designer, The Warren Group | Studio Deluxe


AVENUES: THE WORLD SCHOOL

New York, NY USA
Grades PS-12, Coed Day

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SAMPLE JUDGES' COMMENTS

The way the school designed this viewbook experience really speaks to the audience of people who would be attracted to their school — innovative, tech, world travelers, etc.

Using cutting-edge augmented reality technology, Avenue’s approach to combining printed photojournalism with an enhanced, hands-on digital experience is exceptional and noteworthy. They have successfully crossed the chasm combining print and digital in a way that feels authentic and adds value (without feeling gimmicky). For readers that take the extra steps to download, install and use the AR app, the experience does not disappoint. The experience becomes personal, tailored, engaging and is quite rewarding.

TEAM

Andy Clayman, Global Creative Director

Brian Butnick, Senior Producer

Katie Gaon, Marketing Manager

Grace Jackson, China Content and Marketing Manager

Gregory Freeman, Senior Marketing Manager

Tray Epps, Assc. Producer

Tavis Northam, Filmmaker and Post-Production Specialist

Cano Rojas, Filmmaker

Susan Hochbaum, Designe


Category No. 2: Enrollment Package

STOLTZE DESIGN FOR MILTON ACADEMY

Milton, MA USA
Grades K-12, Coed Boarding and Day 

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SAMPLE JUDGES' COMMENTS

Milton Academy took the tried and true vehicle of the admission viewbook and gave it a facelift. Even before opening it, the quality of the paper, the heft of the publication and the choice of the library on the cover already told you much about Milton. The inside carried all the expected, usual data and stories, punctuated through by strong design and made more personal by quotes from the community. There's nothing unique or progressive about the publication but it executed what was expected with excellence and class, much like I imagine they'd like us to think is the Milton experience.

How can you not be impressed by this piece? Lovely design and photography. The piece is hefty, but given the financial commitment families would have to make to attend this school, this depth of information is necessary. I enjoy hearing student and teacher voices; I like reading an anecdote for each subject area. I also like the half-pages with infographics.

The combination of imagery and infographics for the catalogue is powerful! Great use of colors and a user-friendly design.

TEAM

Clif Stoltze

Katherine Hughes

Hannah Stutzman

Mary Ross

MISSION MINDED FOR SAN FRANCISCO DAY SCHOOL

San Francisco, CA USA
Grades K-8, Coed Day

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SAMPLE JUDGES' COMMENTS

This school does a lot with a little, appropriate for a K-8 school, and does it in an attention-grabbing way. The dual themes of intellect/imagination and connectedness are uncluttered by an information dump. That one of the pieces is an activity book, bringing small children into the process, reinforces that the school wants students to "exercise their intellectual and imaginative muscles together."

I was surprised how engaged I was at the end of this little brochure. The bold statements with lots of surrounding white space on the top left of each spread made it very clear the pillars of the school. You didn't have to go looking for what they believe. I imagine this piece is meant to drive the reader into the next step of the funnel, whatever it might be, and I can't imagine it not accomplishing that goal.

The design fits very nicely with the value proposition of Intellect + Imagination. The activity book is a fun idea!

TEAM

Rod Lemaire, creative director

Todd Shulter, art director/designer

Stephanie Swain, Senior Brand Strategist/Writer  

Romayne Levee, Senior Brand Strategist

Leah Fasten, photographer

Denise Gallagher, illustrator

Brian Herrick, illustrator

UNDERSCORE BRANDING FOR WALSINGHAM ACADEMY

Williamsburg, VA USA
Grades PK-12, Coed Day

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SAMPLE JUDGES' COMMENTS

Strong design and photography. I love the use of typography and how the "W" acts as such a strong graphic element. I liked the consistency of brand look throughout all pieces. Copy sounded unique to the school, not the "same old, same old." Overall, very classy.

By the time I opened the last PDF, I already knew what it was going to say. And I was right! Each piece reinforces the key messages to the point whereby I now feel equipped to give Walsingham's elevator pitch to a stranger. Someone has clearly given thought to a prospective family's admission journey via their print materials.

TEAM

Lizzie Lithgow, Director of Brand Development

Fritz McDonald, Brand Strategist

Debi Quilla, Art Director and Lead Designer

Brent Hill, Lead Copywriter


 


Category No. 3: Enrollment Video, In-House

MCCALLIE SCHOOL

Chattanooga, TN USA
Grades 6-12, Boys Boarding and Day 

SAMPLE JUDGES' COMMENTS

GOLD: This clearly took a long time (an entire year) to put together. Seeing the school through the student's eye was very persuasive. The music and the energy of the student was infectious. I loved how all aspects of student life were shown, as well as some of the personalities of the faculty and staff. It was also great to show the student moving into the next stage of life (college) since that is the end goal for all prep schools, isn't it? Well done!

This video has an incredibly authentic feel to it that makes the viewer get invested in our star. It showed the "real" side of the school, and not the typical interviews we expect. Congratulations on making an incredible video to showcase your students.

TEAM

Brandan Roberts, Assistant Director of Communications and Marketing

MILLBROOK SCHOOL

Millbrook, NY USA
Grades 9 -12, Coed Boarding and Day

SAMPLE JUDGES' COMMENTS

The personalized "welcome" videos were great. Loved the use of props. Love the Head of School literally opening the doors for them.

I absolutely admire the time and dedication that went into creating videos like these. To not just get the students' names in there, but to also make the message to them unique and personal, that's powerful. Congratulations on taking this video to the next level and making it a truly personal experience.

These personalized videos only work if they are specific to the individual applicant, and Millbrook pulled it off in these examples. Great personal messages. Loved the ending shot from the student perspective.

TEAM

Alex Pearson, Assistant Director of Communications

Jon Downs, Assistant Head of School

Meg Grover, Director of Admission

Ana Spinella, Associate Director of Admission

Rob Arndt, Associate Director of Admission

Emily Allen, Associate Director of Admission

EASTERN CHRISTIAN SCHOOL

North Haledon, NJ USA
Grades PS-12, Coed Day

SAMPLE JUDGES' COMMENTS

Very creative and great writing. While it only starred one student, the diversity of the school was shown in the other students behind. Loved being able to see every part of the school and incorporating the voices of the little guys.

Loved the movie musical approach of one student singing her heart out about her experiences at Eastern Christian School. The Disney storytelling style worked well here, bringing up unconscious emotional responses in the video's dramatic progression. It also wove the school's spiritual roots into the tale very nicely. The lack of screen copy was an advantage, not a disadvantage. The song, adapted from Moana, had the best line ever: "What oth-er school would par-o-dy this song?"

TEAM

Rudi Gesch, Director of Marketing and Enrollment Management

Justin Van Dyke, Visual Communications Coordinator and Webmaster


Category No. 4: Enrollment Video, Outsourced

AFFIXXIUS FILMS FOR CHRIST SCHOOL

Asheville, NC USA
Grades 8-12, Boys Boarding and Day

SAMPLE JUDGES' COMMENTS

Who wouldn't want to go to school there? I want to work there now! Does an excellent job with visuals talking about all the school has to offer and all a boy can be without the usual audio of talking heads about academics, arts and athletics. This school—or at least this admission office—clearly gets boys and boys of this age. Possibilities seem endless for boys at Christ School.

Outstanding video quality with humor that makes it very appealing. Lots of messaging points made subtly in things like props and banners. It says a ton about the school in just over 2 minutes and even has a kicker ending after the final titles. Made me laugh.

A clear winner in my eyes. Perfect length — no talking and grabs the audience’s attention from the beginning. Good choice of music and memorable. You can tell a lot time has been spent in producing this video. Definitely a movie which will grab the attention of boys looking at school, baring in mind the pupils are getting more and more involved in the decision making process. Very well executed.

TEAM

Dave Whayman, Creative Director

Miles Latham, Managing Partner

Taralyn Cox, Brand Consultant

Billy King, Senior Producer

Matthew Sefton, Director of Photography

Pete Black, Post-Production

WESTERN RESERVE ACADEMY

Hudson, OH USA
Grades 9 -PG, Coed Boarding and Day 

SAMPLE JUDGES' COMMENTS

Beautifully shot. Fun concept. Super high level of production. Humorous. This had to be so much fun for the school to participate in, which shows how valuable video can be. It's really great to see a whole school embrace the creative process. We see a range of students’ interests articulated through these songs.

Impressively creative and incredibly fun to watch. It's not often that you want to watch a school video two or three times. Puts a very contemporary, fresh, upbeat spin on what people perceive as the stodgy world of boarding schools and makes a great case for them.

TEAM

Meg Colafella, Director of Marketing & Communications

Rose Vardell, Associate Director of Marketing & Communications

Sarah Forrer, Media Relations Manager

MISSION MINDED FOR CRYSTAL SPRINGS UPLANDS SCHOOL

Hillsborough, CA USA
Grades 6 -12, Coed Day 

SAMPLE JUDGES' COMMENTS

Sophisticated, beautifully messaged video with students who are genuine and compelling. Really good mix of music and editing techniques. Lots of focus on relationships, and a growth mindset kind of character.

Great visuals. Love the mix of student voices with dynamic visuals. Like the use of 3 shots.

TEAM

Rod Lemaire, Creative Director

Jonathan Hinman, Director/Producer

Jacqueline Koch, Strategist 


Category No. 5: Admissions Web Page

No awards given