Backed by full shelves of admissions pamphlets in varying shades of green, such as Boarding School 101! and Compete Here, Deerfield Academy’s Design and Art Director Brent Hale laid out loosely sketched pages of black-and-white outlines—early models of the 2024 admissions boxes sent out to accepted students. All of these individual elements together compose Deerfield Academy’s brand: the collection of fonts, colors, and graphics that constitute Deerfield’s visual identity.

Director of Communications Jessica Day shared that all external and internal communication at the Academy is a form of branding and a way to ensure that the school’s messaging is consistent and memorable. “People recognize your brand in terms of marketing,” she said. Mr. Hale added that a school’s brand, to him, is simply its personality.

Ms. Day described the pushback to the idea of the Academy marketing itself, especially from the faculty. “Our faculty are here for altruistic purposes,” she said. “They don’t like to think of education as something that’s being sold.” But for alumni, donors, and stakeholders, it is important to “advertise” both the Academy’s ongoing projects—such as the construction of the new dining hall—as Ms. Day referenced.

Dean of Studies Lydia Hemphill shared her view on the idea of a school having a brand, saying, “It feels corporate… I understand that we have to define ourselves and be recognizable. I don’t like thinking about it [a school] as a business.” Despite the concept being seemingly understandable to her, she noted that branding didn’t appear to apply in the context of a school.

However, Alice Chen ’28 saw this differently. In her view, a school must have a brand in order to successfully attract students. She added that the Academy’s Be Worthy of Your Heritage motto is branding in and of itself and reflects vibrant school spirit within the community.

Additionally, Director of Admissions Stephanie Gonzalez said that there are numerous design- and communication-based conversations that occur between her, her team, and the Communications Office to create the Academy’s sense of identity and culture. There are countless conversations, collaborations, and early drafts behind the scenes.

In her mind, the Academy has a vibrant and unique spirit, as well as a distinct visual identity. Ms. Gonzalez and her team’s goal isn’t about “standing out” from peer schools or altering how they portray Deerfield, she explained. Ms. Gonzalez said, “What we try to do is capture what the real Deerfield looks like. I think that’s what we’re always striving for, and that can be hard because you’re trying to capture the essence of 650 very different students.” She added that her team is focused solely on defining the Academy’s identity, not on basing their designs around competitors.

Ms. Gonzalez claimed that admissions materials stand out because, she said, “We’re not caught up in, ‘What’s everybody else doing?’” Instead, the team tries to show the Academy at its “authentic best.”

Mr. Hale also stressed the importance of accurate and honest portrayal in branding and photography: “We don’t do a lot of setup shots,” he said. “It’s usually like, whatever we go out and get [is] what’s authentically happening.”

Both Ms. Gonzalez and Ms. Day said that a strong part of the Academy’s sense of identity comes from a long-standing, prominent, and respectable reputation. Dean of Ethical and Spiritual Life Jan Flaska added that the Academy’s branding comes from real and tangible experiences. “Branding is attire… Branding is sit-down meals. Branding is Deerfield stories,” he said.

Over the years, the Academy’s brand has changed and evolved with the student body, shifting to a more contemporary approach. “We try to strike a balance between the tradition of Deerfield and the fact that, you know, we’re a modern school,” Ms. Day described.

However, this long-standing history and its effect on the school’s brand can create a sense of formality. When she was applying, Chen felt that Deerfield portrayed itself as noticeably more formal than peer schools, a contrast from her current experience as a student.

Consistency in branding is important to creating a school’s identity, Ms. Gonzalez stressed. While the contents online and in admissions materials may change depending on her team’s audience, the tone, visuals, and language remain true to the school. Most of all, Ms. Gonzalez emphasized that the Academy’s brand and identity are shaped by students, faculty, and alumni; the people make Deerfield the community it is today. As Ms. Gonzalez said, “Deerfield’s brand is really recognizable. It is who we are… I can’t imagine it shifting significantly.”