Solomon Schechter Day School
of Bergen County
Prospective family package
When SSDS—a Jewish day school in Westchester serving preschool through middle school—needed new materials to communicate its strengths to prospective families, we started from the beginning. Together with the school’s communications director, I developed a framework for the viewbook that conveys the school’s four core values and many unique attributes, using active verbs as the display type for each. After developing the design direction for the package, which includes a folder, a viewbook, a press package, and a few smaller inserts, I worked closely with the school to hone the text and select the best photos among the hundreds in their archive.
This project also led to a rethinking of the overall school identity, including a typographic refresh of the school’s existing logo and stationery, new typefaces that are now used consistently in all advertising and communications, and a bold approach to using type, color, and imagery together.