LREI

LREI is a progressive, independent school in New York City serving students from pre-K through 12th grade. As design lead at Thackway McCord, I guided the creation of a compact, visually rich viewbook to help prospective families understand the full scope of the LREI experience. The aim was to capture the school's distinctive philosophy and the vibrancy of its community across all age groups.

Working under creative director Kat McCord, I curated content from a Flickr archive of 5,000+ photos, emphasizing authentic student engagement, creativity, and milestones across the 15-year educational journey. My role included content curation, layout design, narrative structure, and production management—ensuring every spread brought LREI's values and approach to life.

The finished, pocket-sized viewbook balanced dynamic photography with concise, accessible text, showcasing classroom moments, arts, athletics, and community service. With a print run of 10,000 copies, the viewbook quickly became a cornerstone of LREI's admissions and recruitment materials, praised for both its storytelling and design craft.

Discovery & research

Partnered with the Thackway McCord team to immerse in LREI's culture through interviews with faculty, parents, and students. The goal: distill 15 years of progressive education into a format that would resonate with prospective families.

Content curation

Curated thousands of archival images, selecting authentic moments that represented student engagement and the school's holistic approach. Ensured all age groups and key transitions were included.

Design concept

Developed a compact, parent-friendly format emphasizing narrative flow. Balanced immersive photography with concise copy blocks that highlighted LREI's progressive pedagogy and sense of community.

Visual storytelling

Structured the viewbook as a thematic journey, not just a grade-level progression. Each spread focused on an aspect of student life—from academics to arts and community service—communicating the holistic nature of LREI's education.

Production & refinement

Oversaw production, working closely with printers to select paper stock and finishing details. Refined layouts and imagery to create a premium, durable piece.

Final outcome

The result was a visually compelling viewbook that quickly became LREI's key recruitment tool, distributed at open houses and admissions events. The project demonstrates how thoughtful content curation and design can distill a complex educational journey into a format that resonates with families.

Impact & legacy

Years after its launch, the LREI viewbook continues to be used as an effective recruiting piece. My leadership showcases how strategic design and narrative thinking can encapsulate the essence of a school's experience and values.

Agency & credits

Agency: Thackway McCord
Client: LREI
Role: Design lead, print, motion
Creative direction: Kat McCord