Work co-created with Dee Papit of Lone Wolf Marketing
REBRAND IDENTITY LOGO WEBSITE COLLATERAL ENVIRONMENTAL GRAPHICS ICONS DYNAMICALLY GENERATED PDFs
Breaking Myths, Building Futures for Boys and Families
The outdated stereotype surrounding military schools was holding Fishburne back from truly expressing its identity and mission to boys, Moms and Dads. By clarifying misconceptions and breaking down these false perceptions, the marketing message became clearer, more compelling, and ultimately more effective.
Using a generic, one-size-fits-all messaging approach weakened Fishburne’s ability to engage authentically with its diverse audiences — parents, cadets, and alumni alike. So tailoring communication to each group was essential for meaningful and impactful connections.
It was also found that focusing solely on admissions numbers as the key measure of success fostered a transactional mindset. Instead, adopting a holistic brand perspective that values the quality of education, the environment, and, most importantly, the development of each cadet, creates the foundation for long-term organizational success
Upon presentation of the research, findings and visual/verbal demonstrations of how the new brand could be realized… the Board approved and unanimously voted to access funding and move forward to make real. Thus the rebranding of this 100+ year old institution. .
This important work was co-created with brand strategist, Dee Papit of Lone Wolf Marketing, and the findings led to the development of a new brand identity, a fresh logo, updated communications materials, environmental graphics, and a redesigned website.
Above: Recruitment direct response mailing 4BoyZ Only. Brand study findings revealed that boys are easily 50% involved in the decision to attend Fishburne and often explore the opportunity first in a family. This fun piece included an embroidered patch and a booklet sharing 10 secrets about a military-style education. The ‘secrets’ also live on the website.
Below: Cover of a 28-page book for pre-qualified prospects (Moms and Dads) that shares the benefits of a military-style education and directly confronts the stereotypical perceptions that “Military School“ is a reform school — a last chance school. Fishburne doesn’t ‘fix’ your son, they see what’s great in him and are here to support his journey.
Messaging 4BoyZ, Moms and Dads
Give Boys, Moms, Dads a way to visualize what can happen through Fishburne.
Share how Fishburne prepares you for whatever direction you want to go.
Messaging for boys and parents.
Messaging for boys and parents.
Recruitment advertisement for Shenandoah Valley campaign.
Recruitment advertisement for Shenandoah Valley campaign.
Image Source: U.S. Army 335th Signal Command (Laura Poirrier/U.S. Army)
Messaging for Alumni
Reconnect Alumni to Fishburne. Showcase graduates within their first 10 years post-Fishburne. Encourage alumni to serve as ambassadors of the military school education model.
Image Source: Marine; Skeeze/Pixabay @ Pexels
Image Source: Graduate; Nappy @ Pexels
Image Source: Graduate with laptop; Andrea Piacquadio @ Pexels
Image Source: Group of alumni; Craig Adderley @ Pexels
Dynamically generated PDFs makes LIFE EASIER 4STAFF
BLTdesign’s strategic web development partner, Seablaze Web, converted a series of static PDFs to dynamically updatable ones (proprietary ones with $$$ not shown). This enabled easy maintenance of a text-heavy PDF sequence that now allows support staff to update text in one place within the web admin and have it appear correctly on both the website and the related print on demand PDF downloads. What once was complicated and error prone, has now become easy with a one-source place for updating school information.
This work was co-created with Seablaze Web.
Environmental Graphics
Design by BLTdesign. Fabrication and installation by PWG Photo Works Group, Charlottesville VA.
Yount Barracks Banners (4 x 30 feet). Laser-cut dimensional Shield within niche.
Lamp post banners (series of six)
Memorial Hall Welcome Center custom printed rug (20 x 16 feet) (1 of 2). Laser-cut wood Shield for podium.
Sonneborn Mess Hall wallpaper graphic pattern using new chevron logo (24 x 10 feet). Dye-sub posters with FabEZE frame (30 x 46 inches) (series of 10).
Hobby-Hudgins Library Hallway wall graphics.
Regrouped brand icons etched in frosted glass windows; Hobby-Hudgins Library (6 of 8 shown).
Glass graphics of remastered Library of Congress 1890 perspecitve map of Waynesboro created to mask backyard ‘junk’ across street.
