Stephen Gaynor School Website Redesign + Brand Questionnaire

Hi there!

We're excited to partner with you to reimagine the Stephen Gaynor School website. Before we dive in, we'd love for you to take a little journey with us — thinking about how your school’s spirit shows up online, and how we can make it even stronger. This questionnaire is meant to be thoughtful, lighthearted, and collaborative. There are no wrong answers — just opportunities to start great conversations. Take your time, be honest, and have fun!

Step 1 of 7 - Welcome!

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Your Name

First Last

Your Title

Your Favorite Thing About Gaynor

Part 1: Visual Design + Presentation

Let's start with the look and feel. This section has 7 questions.

1. How do you feel about how the school’s logo and brand elements are used and presented on the current site?

Does it feel minimized? Is it too prominent? Does it reflect the personality and purpose of the school? Would you like to see more connectivity between the brand and the site design?

2. How do the current site’s colors, fonts, and general visual style feel to you?

Do they feel aligned with the spirit of the school? Are they fresh and inviting? Too bold or too subtle? Do you like them?

3. What about the overall design/aesthetic of the current website — what’s working for you?

Could be specific: imagery, page layouts, small touches, etc.

4. What isn’t working?

Don't hold back — we promise we can take it.

5. If the new website were a room in the school, what would it be?

A warm and colorful art room? A bright and orderly science lab? A cozy library nook? Something else?

6. What 3–5 adjectives would you use to describe the ideal feeling the new site should evoke?

Example: Joyful, vibrant, trustworthy, innovative.

7. Are there any other schools, brands, or websites you admire?

Feel free to share links and what you like about them!

Part 2: Story + Voice

Now let's talk about what you want your website to say (visually and verbally) and who we're talking to. This section has 5 questions.

1. What story are you trying to tell with this new site?

Think about what you want a visitor to understand and feel after spending a few minutes exploring.

2. Who is the primary audience for the site?

Prospective families? Current families? Alumni? Faculty? All of the above?

3. Are there particular messages you feel MUST come through loud and clear?

E.g., commitment to individualized education, nurturing environment, academic rigor, innovation.

4. If the website could speak, what would its voice sound like?

Formal and polished? Friendly and welcoming? Confident and inspiring? Some combination?

5. Imagine the site as a tour guide for Stephen Gaynor. What’s their personality like?

Are they the enthusiastic storyteller, the calm mentor, the lively explorer?

Part 3: Purpose + Priorities

Now let's zoom out and think about what the website needs to do — for the school, for families, for your community. This section has 6 questions.

1. What are the biggest goals for the new website?

(Examples: Tell a compelling story? Make admissions easier? Strengthen current family engagement? Show what makes Stephen Gaynor unique?)

3. If someone only visited the site for two minutes, what are the most important things you want them to know?

4. What audiences should the site prioritize serving?

Prospective families, current families, alumni, faculty/staff, broader community — and if so, in what order of importance?

5. What does a “successful” website look like for you one year after launch?

Higher admissions inquiries? More engaged parent community? A site that's easier to manage internally? Other wins?

6. What common frustrations or challenges do you hope the new site will solve?

For users AND for your internal team.

Part 4: Identity + Archetype

Now, let’s dig a little deeper into the personality of Stephen Gaynor School.

Brand archetypes are classic character types found across stories, books, and history. Choosing one can help us shape how your school’s website feels to visitors — creating an instant emotional connection.

Some examples:

The Caregiver (nurturing and warm, like UNICEF or Johnson & Johnson)
The Explorer (adventurous and curious, like REI or National Geographic)
The Creator (imaginative and inspiring, like Lego or Adobe)
The Hero (courageous and empowering, like Nike)
The Sage (wise and guiding, like PBS)

You can browse a full guide to archetypes here.

1. If Stephen Gaynor were a character in a story, which archetype(s) would fit best?

You can name one or two that feel right.

2. Why does this archetype feel like the right fit for your school?

Just a few words or a quick explanation — no need to overthink it!

Part 5: Inspiration Station

Just for fun, a little creative play.

1. If the new site were an animal, what would it be?

Fast and curious cheetah? Wise and steady owl? Warm and playful golden retriever?

2. If the new site were a musical style or artist, what would it be?

Bold like Beyoncé? Classic like Yo-Yo Ma? Fresh like a new Broadway soundtrack?

3. Show and tell! Are there any websites, colors, fonts, or graphics you absolutely LOVE?

And bonus points: any you want us to stay far, far away from?

Upload some inspiration!

Use the following form to upload any files (images, pdfs) that relate to your responses above.

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Max. file size: 512 MB.

Final Thoughts

Anything else you’d like to share that would help us understand your vision for the Stephen Gaynor School website? Think of this as your "Dear Diary" moment — any hopes, dreams, worries, or ideas you want to make sure we hear.

Dear Diary,

File Upload

Have some files to go with your final thoughts? Upload them here.

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Max. file size: 512 MB.