Redesigned Concord Academy magazine

You know that proud feeling when something finally comes together? I’m so proud of this new, and newly redesigned issue of the Concord Academy magazine, the first in our partnership with Lilly Pereria of Aldeia Design.

Check out the interactive PDF of the issue here — it’s a beauty!


Documenting CA Labs Construction

Over the past few months I’ve been capturing the construction of our new science building through photography and video. Watching the building go up has been remarkable — as have some of the visuals. Check out some of my shots from the past few months below.






2.22.CALabs (4 of 5)

2.18.16.CALabsCrane (58 of 68)

2.17.16.CaLabsRoof (49 of 54)

2.17.16.CaLabsRoof (41 of 54)

1.7.16.CALabs (79 of 86)

1.7.16.CALabs (62 of 86)

1.7.16.CALabs (11 of 86)

12.15.15.CALabsConstruction (18 of 108)

Concord Academy Magazines

One of the aspects of my job at CA that I love is my involvement in the magazine. I work with a wonderfully talented team of writers and designers who put this together. Over the past few years, to announce the Centennial Plan and then the Campaign we’ve pushed the design concepts to try concepts new to the magazine, including a gatefold and a transparency — both of which came out well, I think. We also have pushed the magazine to include features of relevance to the world, not just to the school. Our most recent issue has a feature about the under representation of women in Hollywood — something that is both timely and important. Here are some photos of designs and of the features.

Fall 2014
Feature: Announcing the Centennial Plan





Fall 2015:
Feature: Announcing the Centennial Campaign





Fall 2015
Feature: “Knocking on the Celluloid Ceiling”



Admissions Email Marketing Automation Success


This past year, my department partnered closely with our admissions office. Our goals were simple: to try to increase our sales funnel, to increase application completion, and ensure those who do enroll do so with a more complete understanding of Concord Academy’s core values. These goals would, we believed, deliver on one of our core purposes: to create not only the best possible student body, but one that is aligned with our values — students and families that are not only gifted, but also honest, creative thinkers dedicated to participating in and building a strong community.

We sought to fulfill these goals through a few means, but at its core we worked to build a strong automated email marketing campaign. Borrowing from the demonstrated success of Welcome Series in B2C marketing, we built out a welcome series for the top of the funnel, and then a strong email series at the tail end, after student had been accepted, to try to boost conversion. We began with targeted digital advertising on social search platforms, and then delivered 5 email messages about our values. These contained video, photography, quotations, and reflected the full spectrum of our community, as they were written by our head of school, by our students, and by faculty and staff.

The results were remarkable. Here’s the summary:

  • In the first year of this, we increased applications by 8% to break our all-time school record.
  • We increased our yield rate by 10%.
  • Meanwhile, we were able to safely decrease our acceptance rate by a similar amount.
  • Our emails had a very high engagement rate, averaging over 90% (OR) for one series, and over 50% (OR) for another.
  • And our videos showed high levels of engagement, some with engagement rates of over 90% (this is Wistia’s engagement measure).

Given this success, we’ll be pursuing this same strategy again next year, with some tweaks. I look forward to reporting on next year’s success.


New Concord Academy website

I’m so pleased to share the new Concord Academy website, the result of months of collaboration and two years of planning. I’m pleased that our goals — to share the full vitality of Concord Academy’s community through rich visual storytelling, and to do so in a way that is scalable, cost-efficient, and follows contemporary best-practices in SEO, video, photo, and more — have been realized.

There’s too many people to thank, but I can’t thank my team enough. They were amazing. Hope you enjoy!



Concord Academy Chameleon

When I arrived at Concord Academy, one of the projects I began was to refresh the school’s visual identity. One aspect of that was to reintroduce the school’s mascot, the chameleon. First introduced in the late 1920’s as one of the academy’s early art and literary magazines, the chameleon has been with Concord Academy for more than eighty years. It’s understood as a sign of adaptabiltiy in a changing world.

To reintroduce it, I had a costume custom made, which we introduced at a morning announcements. The reaction by students was incredible: they applauded and cheered thunderously. Since then, we have staged photoshoots, and let kids use it at athletic events and elsewhere. It’s been embraced, which is wonderful.

Here are some photos of the chameleon in action. Photos courtesy of Cole + Kiera.







Concord Carpenter: Video Bumper

I’ve been helping my my neighbor and good friend Rob Robillard make a new bumper for his carpentry videos. I’m pleased to share the final product. We worked with Oxbow on this, with me shooting the video and Oxbow editing and providing the animation. They did a truly fantastic job — as always!

About Concord Academy Video

For the past few months we’ve been working on a new “About Concord Academy” video. We decided to highlight student voices and experiences over a traditional talking heads video. I’m etxremely pleased with how it turned out. Thanks again to Windy Films for this. As my old boss said, the first draft was a close to perfect as anything I’ve ever seen. We’ll be rolling this video out over the coming months.

Senior Chapel Talks Video

In telling Concord Academy’s story, one of the challenges has been how to talk about our senior chapel talks — a singular rite of passage with no religious connotations — without making it seem like at the heart of the CA education there is a religious tradition. With this video, Hans Mundhal and I hope to have captured the story and the spirit of this important tradition at CA.

New Haines House Seal: Video & Logo

In preparing for CA’s centennial in 2022, I have been working with my team and with input from faculty, board members, and our students, on ensuring that CA’s brand is as clear and as strong as it can possibly be.

We are pleased to share the news that the window logo will be replaced by a refreshed version of the Haines House seal — a building that was the first building that comprised CA,. The seal itself is an updated version of the seal this school used on its earliest diplomas and admissions pamphlets, a seal that has been a part of our community for over 90 years.

This work was done in partnership with Might & Main of Portland, Maine. To unveil it to the community, we made the below video with Oxbow from Burlington, Vermont.

Concord Academy Haines House Seal