Chosen because Cursive Content won Silver for Printed Viewbook/Prospectus (Enrollment 351 or More) for their client, Berkeley Preparatory School, in the 2024 Brilliance Awards. InspirED talked with Paula Tevnan, Director of Admissions at Berkeley Prep about the win.

“Exceptional copy: puts the prospective student at the center of the narrative. Traditional, strong photography is combined with modern, eye-catching graphics. It’s as enjoyable to look at as it is to read.”

— Brilliance Awards Judge's Comment

Step 1: Spark Curiosity

Berkeley Preparatory School needed a refreshed admissions viewbook that would give prospective families a compelling, high-level overview of the school from PK through Grade 12. The goal was to spark curiosity, not tell everything, and to inspire prospective parents to envision their child at Berkeley. The strategy centered on bold content paired with emotionally resonant visuals.

The team focused on short, punchy copy limited to one paragraph or caption per section to keep the piece visually open and digestible, while encouraging deeper exploration via the website. Leadership themes were woven subtly throughout the content.

From a design perspective, the team says the approach was immersive and intentional. “Our designer emphasized authentic, joy-filled photography—students engaged, active, and hands-on—to reflect the real-life experiences of Berkeley students,” says Paula Tevnan, Director of Admissions at Berkeley Prep.

Layouts used depth and movement, with images that broke frame boundaries to convey a sense of reaching beyond limitations. The viewbook was crafted to serve as a powerful teaser, inviting families to visit the campus and learn more.

Step 2: Build the Team

Rather than using an overarching consultant, the school partnered with a team of individual experts: a writer, a designer, and a printer. This model allowed for flexibility and customization, while maximizing existing assets like the school’s robust photo archive—most of which is filled with annual photos from freelancer James Kegley. No new photography was required, just thoughtful curation and creative use of what already existed.

Step 3: Plan for the Win

This was a true collaborative effort between Berkeley’s Admissions and Communications teams (Paula Tevnan and Jane Bianchi), writer Emily Cretella of Cursive Content, and designer Tyler Wessel of Wessel Creative.

Here’s how the process unfolded:

Initial planning discussions began in summer 2023.
In late November, a virtual workshop brought together the writer, Admissions, Communications, and the Headmaster to align on goals and vision.
In December/January, the writer presented an outline with creative concept directions.
A final concept was selected in January, followed by writing in January/February.
The first designer’s vision didn’t align, so a new designer was brought in at the end of March.
Admissions completed internal edits in April/May.
The new designer used existing photography from Berkeley’s annual shoots and internal photo bank to build the layout in June/July.
Final print production occurred in August, just in time for the admissions season.

Step 4: Adjust When Required

“Our biggest challenge was needing to switch designers mid-project,” says Jane. “Although the original designer was talented, the creative direction wasn’t the right fit. Thankfully, we had built in buffer time and were able to pivot successfully, but it made the final stretch tight. In future projects, we would recommend securing design partners only after reviewing multiple quotes and visual examples to ensure full alignment from the outset.”

Step 5: Celebrate your Team

The viewbook was truly a group effort, and everyone felt proud to see it recognized. They shared the news via a schoolwide e-newsletter and on social media, where they received an outpouring of kind, congratulatory messages. It was a meaningful moment of validation for the entire team.

While the team didn’t formally track metrics specific to the viewbook alone, the qualitative response has been overwhelmingly positive. Prospective families, faculty, and community members have all praised the piece for its standout design, emotional impact, and ability to bring Berkeley’s spirit to life. Internally, it has become a central tool in admissions conversations.

Advice for Small Shops

Emily says, “Full-service marketing firms can streamline the process, but they come with a hefty price tag. For budget-conscious teams, sourcing each element individually (writer, designer, printer) can save money and allow for greater control. Be prepared to invest time in managing the coordination, communication, and oversight necessary to bring the vision to life. With clear goals and a strong internal point person, it’s entirely doable.”

Congratulations, Cursive Content and Berkeley Preparatory School! You are brilliant!

TEAM
Emily Cretella, Cursive Content, Writer
Tyler Wessel, Wessel Creative, Graphic Designer
Jane Bianchi, Berkeley Prep, Director of Strategic Communications
Paula Tevnan, Berkeley Prep, Director of Admissions

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