The Buckley School, NYC

The Buckley School, a prestigious boys' school nestled in the heart of New York City, has long been an iconic institution. Since its founding in 1916, it has earned a reputation as the school for boys in NYC, supported by a deeply rooted and passionate alumni network. However, like many schools, Buckley faced significant challenges in the wake of COVID-19.

For the first time in its history, the school experienced a decline in admissions, a signal that their traditional reliance on word-of-mouth and reputation was no longer enough. With minimal outward-facing marketing and an outdated online presence, Buckley needed to evolve.

Our team was brought on board to address this shift, and I was asked undertake a comprehensive brand discovery, art direction and creative initiative alongside the development of a new website.

The Buckley School is proud yet understated, a quality that needed to resonate through every aspect of our work. I began with on-site brand discovery, engaging deeply with faculty, students, alumni, teachers, anyone willing to share their perspective.

Through these conversations, I uncovered key themes that define Buckley’s identity. The school fosters a strong and proud alumni community, emphasising the pursuit of personal excellence, and prioritisng building character through leadership and public speaking.

A particularly notable tradition stood out during our exploration: the hand-carved plaques that cover the school’s walls. Every graduating student carves a plaque before they leave, a tradition dating back to 1916. This tradition beautifully encapsulates the school’s enduring legacy and became a cornerstone of my creative direction.

Building on from the discovery phase, I set out to develop creative concepts that captured the essence of Buckley’s values and traditions. Ultimately, I planned, directed & produced a compelling video that highlighted the many ways boys at Buckley embody individuality while sharing core values & principles.

Also presented were supportive language, refined photography styles and engaging taglines to emphasise personal aspirations, passions and character. Text overlays accompanied hero shots of students, reinforcing their unique journeys and the diversity of their ambitions.

With the creative direction established, I transitioned to designing a new website that seamlessly integrated these elements, creating a cohesive and authentic representation of Buckley’s story.‍

The website’s design began with a foundation of thoughtful planning and collaboration. I started by wireframing key layouts, carefully mapping out content flows to ensure the story of The Buckley School was told in the most impactful way. This process involved close collaboration with the content team to refine language and structure, ensuring every page resonated with the school’s values and traditions along with careful consideration of their sitemap. Key areas and selling points were incorporated into the site map, such as a dedicated page on legacy to highlight the school’s rich history and lasting impact. This thoughtful approach ensured that important messages were easily accessible, enhancing the user journey and reinforcing the school's core values.

Additionally, I worked alongside the social media team to explore how Buckley’s digital presence could be utilised through the website.

The final website structure emerged as a seamless blend of modern design and timeless storytelling. At its core is a hero video that powerfully showcases the individuality and aspirations of Buckley’s students, setting the tone for the site. This is followed by a brief yet compelling introduction that immediately captivates visitors while succinctly conveying the school’s ethos. As users scroll, they encounter a section dedicated to student profiles, celebrating the unique journeys and achievements of Buckley boys, and a dynamic presentation of the curriculum that highlights its distinctive emphasis on leadership. The school’s core values are prominently featured, underscoring the guiding principles that define the Buckley experience. The narrative culminates with a piece highlighting the school’s legacy, weaving together its rich history and enduring traditions, such as the iconic hand-carved plaques.

My design reflects Buckley’s proud yet understated identity through its clean, minimal aesthetic. Every design decision mirrors the school’s values of humility and substance, while the structure itself evokes a sense of tradition through its thoughtful organisation and intuitive navigation. I placed significant effort on the UX of dynamic sections to ensure they were engaging and easy to explore. I carefully considered how users might expect to interact with innovative or unconventional features, creating a user experience that feels intuitive and seamless. This attention to detail invites curiosity while maintaining a sense of clarity and accessibility.

The result is a digital experience that authentically represents The Buckley School, balancing its storied past with a forward-thinking approach that resonates with both its community and new audiences.

The website is still a work in progress, with several key refinements underway to ensure it fully aligns with The Buckley School’s vision and values. One area of focus is the section dedicated to the school’s core values. Currently, while the values themselves are clearly stated, they lack the necessary context to bring them to life. Questions such as What do these values mean? Why are they relevant? How do they impact the school and its students? need to be addressed to make the section truly resonate.

From a web experience perspective, the current implementation of the core values section is overly long and disrupts the natural flow of the site. My goal is to streamline this section, ensuring it feels cohesive and engaging while maintaining its importance within the overall narrative.

Additionally, the video, which serves as a centerpiece for the site, will have the typography added before the website goes live.