Founded in 1772, Salem Academy is one of the oldest all-girls schools in the nation. To continue to attract bright young students in the years to come, the school’s leadership asked TOKY to refine its identity, brand language, and digital presence.

Polishing the Logo

With messaging in place, TOKY reworked Salem’s existing brand mark to ensure consistency and legibility at any size. We also created a series of whimsical, hand-lettered designs to be featured on Salem Academy swag.

The Beginning of Possible

We kicked off the project with in-depth research including staff, student, alumnae, and parent interviews. These exercises uncovered the school’s underlying identity, pinpointing the specific elements that set Salem Academy apart from other boarding and day schools. Messaging efforts culminated in a new tagline: “The Beginning of Possible.”

Recruiting Students Online

TOKY designed the school’s new fully responsive website, where parents and students can research the school from any device with clear, recruitment-driven calls to action. We also created a formal social media plan with guidelines for targeting parents and students on Facebook, Twitter, LinkedIn, and Instagram.


“This website allows us to showcase Salem in a new and contemporary way, which is impressive, considering that our school was educating girls more than 200 years before the first website was ever launched.”

— Karl Sjolund, Head of School / Salem Academy


Brand Platform

Brand Identity


Social Media Strategy

Website Design

Website Development



Increase in Facebook followers after implementing TOKY’s social media plan