Pluck works with Thetford Academy, Vermont’s oldest secondary school, as part of a long-term relationship to elevate its brand across all visual media.

Our first step was to create a secondary mark. Everyone who attends Thetford Academy calls it TA, and our TA badge has become the focal point of all our work. Coupled with TA’s long-held values, we’ve created a system that honors TA’s rich history while maintaining a forward-looking approach to the future.


Serving double-duty

As TA is a semi-private independent school, we positioned the annual course catalog to double as an overview brochure. Touching on TA’s history and unique annual events, the course catalog provides a 360-degree look at the school, including internship opportunities, clubs, and athletics.

Website Redesign

Our website redesign balances information and interaction. We’ve provided a series of Google calendars for each sport that visitors can synch to their mobile devices. We also created and redesigned multiple mailing list templates and implemented a strong focus on giving, including a new giving section that synchs to a pre-existing donor database.


increase in page views


increase in site visits


reduction in bounce rate

Varsity blue

Thetford Academy has a storied century-old athletic tradition. As part of our redesign for the athletics department, we created an updated identity around the school’s historic varsity letter. In addition, we created a new series of panther mascots, as well as a smaller athletics sub-brand. Pluck designed social media templates for game announcements, final scores, and other fan-based updates.

A picture is worth a thousand words

From photography, we filled a gap in academic photography during a full-day shoot with Erica Houskeeper Communications across 12 classes. Showcasing everything from STEM to the arts, our goal was to provide a student-focused approach to exploration, collaboration, and independent learning in multiple classrooms.

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