KINGSLEY SCHOOL

Brand, Digital & Institutional Communications

Over a decade, I led the evolution of Kingsley’s brand and communications across digital, print, and community-facing initiatives—building systems that made messaging clearer, more cohesive, and easier to use across teams.

Brand Evolution

I refined and extended Kingsley’s visual identity and messaging to create a more cohesive and usable brand system.

This work focused on clarifying voice, improving consistency, and developing tools that allowed teams across the organization to communicate more effectively and confidently.

Original Mission

Updated Mission

Messaging System

Brand Guidelines

Website & Digital Experience

I led the redesign of Kingsley’s website to better reflect the school’s identity and improve how families navigate and engage with information. The work focused on simplifying structure, clarifying messaging, and creating a more intuitive user experience.

This included reorganizing content, refining calls to action, and ensuring consistency across pages—making it easier for prospective and current families to find what they need and understand what sets Kingsley apart.

Previous Site

Homepage

Interior Pages

Mobile Experience

I developed the visual identity and campaign system for Big Bites for Big Minds, Kingsley’s annual fundraising event—reimagined as a fully virtual experience during a pivotal moment for the school.

The goal was to create a cohesive, engaging system that could translate seamlessly across digital, print, and at-home participation. Designed to adapt quickly, the brand extended beyond a single event identity into a flexible framework supporting promotional materials, event communications, and interactive elements like recipe kits and virtual programming.

This work helped create a unified and immersive experience for attendees while supporting a key fundraising initiative under rapidly changing circumstances.

Event Branding—Big Bites for Big Minds

I developed a range of materials that translate institutional priorities into clear, accessible communication for diverse audiences. These projects focused on organizing complex information, strengthening visual consistency, and creating systems that could be used across teams.

From long-form strategic documents to practical, user-facing resources, this work reflects an approach centered on clarity, structure, and usability—ensuring that key messages are not only well-designed, but easy to understand and apply.

Institutional Storytelling & Communications Systems

Jamie Lacroix

← All selected work

Kingsley
Montessori School

Brand strategy, audience growth, digital experiences, and communications work I’ve led since 2016.

Director of Marketing & Communications · September 2016–Present

My role at Kingsley

I lead brand, marketing, and communications strategy for Kingsley, a $14 million institution, supporting admissions, fundraising, and community engagement.

As a member of the School Administrative Team, I set priorities with senior leaders, admissions, and advancement. I manage budgets and agency relationships and combine strategic leadership with hands-on writing, design, and creative direction.

Institutional strategy / Publication design

Communicating the strategic plan

I developed the visual presentation of Kingsley’s strategic plan, organizing the school’s priorities into a clear publication for its community. The work connects institutional direction with accessible messaging and design.

**Strategic priorities and interior design**

View the full strategic plan ↗

Audience growth and digital marketing

I oversee digital marketing strategy and our relationship with Enroll Media Group, which manages SEO, paid search, display advertising, and retargeting. I align campaign investment with enrollment priorities and use performance reporting to guide audiences, messaging, and spending.

I develop segmented communications, landing pages, email campaigns, and HubSpot-supported follow-up to help prospective families move from interest to action. I also oversee social media strategy, brand voice, editorial planning, and content.

As part of schoolwide retention and enrollment efforts, I led campaigns showing current and prospective families the value of a Kingsley education. Total school enrollment grew from 297 to 315 students, a 6.1% year-over-year increase. This was a shared schoolwide result.

Website strategy and redesign

I led Kingsley’s July 2026 website launch with Interactive Schools, directing content strategy, messaging, visual storytelling, information architecture, and user experience.

The work focused on communicating the school’s value clearly, simplifying navigation, and making the site useful for prospective and current families.

Website examples

Selected views of the new site. I led the strategy and project; Interactive Schools designed and developed the website.

**Homepage**Introducing the school through its people and learning environment.

**Academic overview**Explaining the program through content and classroom photography.

**The Kingsley Graduate**Showing how a Kingsley education prepares students for their next school and beyond.

**Mobile experience**Making information and next steps accessible on smaller screens.

Creative leadership / Video

Website and Head of School videos

I led project planning and creative oversight for the school’s website video and Head of School introduction, partnering with Interactive Schools and Copper Hound Pictures.

Truly Kingsley

The main school video for the new website.

My role: Project leadership and creative oversight
Production: Interactive Schools

Watch on Vimeo ↗

Welcoming a new Head of School

Introducing Tara Hofherr and her connection to the Kingsley community.

My role: Project leadership and creative oversight
Production: Copper Hound Pictures

Watch on Vimeo ↗

Admissions communications / Print to digital

Admissions booklet

I designed the booklet to introduce Kingsley’s programs and connect print materials with the digital experience.

Fundraising / Creative and communications

Advancement communications

Campaign materials, donor communications, and publications that explain the school’s priorities and the difference philanthropy makes.

The Exeter Campaign

I developed creative materials and a video supporting Kingsley’s $5 million campaign to purchase 26 Exeter Street. The work brought together the case for ownership, the building’s history, and donor communications.

**The history of Kingsley and 26 Exeter Street**

Annual Fund communications

My ongoing advancement work includes donor materials, Annual Fund communications, and impact reports. This 2026–27 trifold explains the case for support and how families can give.