May 20, 2018
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Foxcroft Academy unveils new logo, website

Robert Krivicich (Weymouth Design) | BDN
Robert Krivicich (Weymouth Design) | BDN
The Foxcroft Academy pony logo was created by the Weymouth Design team.
By Cameron Paquette, Special to the BDN

DOVER-FOXCROFT, Maine —- On Monday, Foxcroft Academy unveiled a new brand identity for the school that pays homage to its academic history and quality of education within the state.

As part of the unveiling, Boston-based Weymouth Design hosted a workshop to teach students the fundamentals of branding and visual storytelling. The re-branding, which includes a new school logo and revamped website, was officially unveiled to the students in the Foxcroft Academy gymnasium during an assembly to celebrate the school’s new look.

“[Foxcroft Academy] has substantially evolved over recent years, and we knew that our materials needed to better-communicate this exciting growth. Given the wide range of audiences we serve at [Foxcroft Academy], including local, regional, boarding and international students, we knew it was important to engage top industry professionals that had the experience and expertise to lead us through a thoughtful and thorough process,” Arnold Shorey, head of school at Foxcroft Academy, said in a press release.

Shorey initiated the branding effort and enlisted the help of Foxcroft Academy alumnus Michael Weymouth and his firm, Weymouth Design, to assist in the creative process.

Weymouth, who graduated from the academy in 1960, went on to attend the New England School of Art in Boston. He worked as an illustrator and designer for 10 years before starting Weymouth Design, a branding design firm with offices in Boston and San Francisco that serves multiple industries across the country.

“I must confess that the Foxcroft Academy I discovered as part of this project was vastly superior to the one I left in 1960,” Weymouth said in a press release.

“Being able to work with Michael Weymouth and his team at Weymouth Design, which also included fellow [Foxcroft Academy alumnus] and videographer Nicholas Briggs (class of ’05), made the whole process that much more meaningful and rewarding for all of us here at [Foxcroft Academy],” Shorey said.

Before the official unveiling, Weymouth and Briggs led a workshop for students from the academy’s applied media production class. In September 2013, Weymouth and Briggs had led a similar workshop, which involved gathering photographs and video footage relating to the new brand project.

This recent workshop showed the students what had been done with their work from September, recapping the branding and production process that led to the creation of three videos, a new viewbook and the new website. These videos were later shown at the school assembly.

“After exiting the gym, I could see tears in many students’ eyes. Pride in our school has reached a new level,” said Volodymyr Pyzhov, a boarding student from Ukraine who is a member of Foxcroft Academy’s Class of 2014.


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