The Insight
Every school talks about academic rigor. Some talk about diversity. A few mention wellness. But no school lived those values quite like Vistamar—and yet, too few prospective students or families could see that. We needed a way to take what felt intangible and make it undeniably powerful. That’s where the V Factor was born. Inspired by the school’s founding values and the individuality it nurtures in every student, the V Factor became a unifying creative idea: part manifesto, part mindset. Unlike the mysterious “X Factor,” the V Factor can be described. It’s what happens when you’re truly yourself—and that self is ready to shape the world.
The Impact
As lead writer, I helped create an admissions campaign and viewbook grounded in this idea of the V Factor—a bold reframe of what success looks like and how Vistamar helps students define it on their own terms. From quoting Emerson and Elizabeth Barrett Browning to crafting original brand language that mirrored the school’s voice and values, the work turned vague notions of “fit” into a fierce invitation: Come as you are. Leave ready to lead. The result was a values-forward, story-rich publication that gave prospective students and families a new lens through which to see—and choose—Vistamar.
Agency: Mission Minded