Set in northern New Jersey, The Morristown-Beard School competes not only with a wide range of independent schools, but also with some very strong public schools in the area. The school invited Kelsh Wilson to assist them in creating their new admissions publications. We launched the project with message research—focus groups and interviews—to gain greater insight into the school. Through that research we sensed that MBS presents itself persuasively in person. Families who visit are impressed and seem to see early on much of what makes the school special. Our goal with the project was to capture their distinctive strengths more powerfully in print, motivating more families to visit. The final publications are both sophisticated and warm, offering insight into the academic strength of the school, while still portraying its open and friendly atmosphere. In addition, they focus on the marketable strengths of the school, particularly in relation to the public school experiences. Finally, they highlight the middle school experience as an ideal point to enroll in the school. The pieces feature strong photography and writing that details examples and real stories of teaching, learning, and life at the school.