Background Cushing Academy has gained a reputation for its
outstanding arts and athletics programs, as well as a superb curriculum for international students, honors students and students with language development challenges. Cushing engaged Cheney & Company to
perform a complete overhaul and redesign of its viewbook.

Project brief Cheney & Company conducted extensive interviews and focus group sessions with students, faculty, alumni and referral sources in an effort to capture the spirit of Cushing Academy. The resulting theme of the viewbook centers on “i” words—such as informed, inquisitive, international and inclusive—as a design device to express Cushing’s affirming communal atmosphere. The viewbook is a centerpiece for a set of materials designed to lead families through the process of awareness to enrollment.