Friends Academy
Where every child’s light is nurtured, and life truly shines.
Life shines here. That simple idea became the anchor for a comprehensive brand refresh at Friends Academy, an independent Quaker day school on Long Island with a 150-year legacy of educating students to discover—and act on—their inner light.
what we did
Marketing and communications audit
Visual and verbal brand
Photography
Web content and strategy
Viewbooks
We partnered with Friends Academy at a pivotal moment: the school was recommitting to its founding values, reconsidering how it expresses its Quaker identity, and seeking a more compelling, mission-forward way to speak to prospective families in a highly competitive market. The leadership team knew the school’s strengths—academic distinction, joyful learning, and a community grounded in purpose—were powerful. But they also knew the story needed to shine more brightly.
Leaning into light
Our work began with a deep dive into the school’s history, interviews with faculty, students, alumni, and families, and a close reading of the school’s Quaker heritage. That research revealed something essential: the belief that every child has an inner light worth nurturing. This insight became the foundation for a refreshed brand position built on authenticity rather than reinvention.
We brought forward the core Quaker testimonies—Simplicity, Peace, Integrity, Community, Equality, and Stewardship—and reframed them in language that resonates with today’s families. The result is messaging that honors tradition while pointing confidently toward the future: grounded yet aspirational; rooted yet radiant.
A visual and verbal identity that glows
We introduced a quieter, more elegant aesthetic inspired by the school’s origins and architectural character: natural textures, classic color palettes, honest photography, and an emphasis on light-filled spaces. This return-to-foundations look and feel communicates what families consistently told us they value most—warmth, openness, and a sense of belonging.
“Life shines here,” the overarching theme, captures the interplay of purpose and possibility at Friends Academy. It signals a school where children grow not by pressure, but by being truly seen; where academic excellence is matched by character formation; and where light—literal and metaphorical—guides daily practice.
