Inspiring the future
There were two main projects, but the goal for both was the same: make everything feel true to Steward.
The direct mail brochure had a clear purpose: encourage prospective families to schedule a visit. We needed to create something people would want to open, that was easy to read, and felt unique to this school.
Designing the 50th anniversary logo was a different challenge. Steward has a rich history, but the school is focused on the future. The logo needed to celebrate the past while still feeling fresh and forward-looking.
I led the creative work for both projects, with the team supporting layout and design execution.
Client: The Steward School
Year: 2022 | 2024
Agency: Fable
Role: Concepted and art directed the admissions direct mail brochure (with team support on layout), owned the shot list, led print production including dielines and structure decisions, and designed the 50th anniversary logo end-to-end.
The Brochure
The brief asked for something easy to read, which is rare for admissions materials. Most school brochures have either too much or too little information, and both often get thrown away.
I concepted the structure with our team, owned the shot list, and stayed in client reviews from kickoff to final hand-off. The piece had to do one thing well: invite families in. Generous photography, short copy blocks that respected the reader, and a structure built to feel like a curated walk through campus instead of an overwhelming pitch.
Print production was a big part of the process too. I made decisions about dielines and structure, picked the paper, planned the folds, and paid attention to the small details that make direct mail feel special instead of generic. The brochure had to stand out even before anyone read it.
The brochure did its job. Families came to visit.
The 50th Anniversary
Fifty years is a big number. Big enough that most institutions overplay it with gold seals and serif type that feel like museum plaques. Steward isn't that kind of school.
I designed the logo by drawing on Steward's original shield and heraldic roots, then reimagining it for the present. A rallying point for a community celebrating where they've been while pointing forward. The mark applied across campus touchpoints became a visible thread connecting past and present.
The result was a milestone that created energy around the school's history instead of just commemorating it.
