One of the things we discovered was that the true voice of Hackley was not present in their existing materials. What we heard from the Hackley community during the interviews was quite different.
We set out to capture the voice of Hackley through a series of customizable profile cards that live inside a smart looking folder. Each card highlighted a member of the Hackley community and the content for each one focused on a key Hackley trait.
For each profile, we also shot 3 minutes videos of each community member doing something or talking about something that they love at Hackley. Each card drove viewers to the Hackley website to watch the video and learn even more about the school.
Each year, the Hackley admissions team choose new community members to feature on a profile card (and eventually retire some of the cards) and shoot and edit their own videos.
Their new admissions package is a sustainable system that they manage mostly themselves and costs just a fraction of what their traditional viewbook did.