The Choir School of Hartford didn’t just need a new website, they needed to bridge a gap. Their program is elite, but their digital presence was outdated and fragmented.
This project wasn’t about making things ‘look nice.’ It was about removing friction between curious families and a program that changes lives. We set out to build a platform that feels elite without being intimidating and warm without being amateur.
Over a multi-month collaboration, we redesigned their website, produced new photography, scripted, filmed and edited video assets, refreshed their Google Business Profile, recreated their logo to an exact match as well as created a new version for better usage and created branded collateral to support recruitment and community engagement.
Scripted Videos
We scripted, filmed, and edited short-form content designed to build trust quickly. The goal was to balance emotional storytelling with clarity, highlighting the student experience and program energy without over-explaining.
Behind the Scenes of This Production
A deeper look at the timeline, equipment, and logistics used to achieve this result.
What was the timeline for this project?
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This project involved multiple stages from concept to final delivery in approximately 3 months followed by support and additional services. This included two internal interviews (with families of choristers as well as adult choristers), multiple content days for photo and video, the recreation of their logo and creating a secondary logo, Google Business Profile optimization and website development.
What was the biggest risk in moving from an old HTML site to WordPress, and how did you prevent downtime?
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The biggest risk was losing content or breaking functionality during migration. We built and tested the entire WordPress site in a staging environment, refining design and testing across devices before launch. This let us work without touching the live site, ensuring zero downtime and a smooth transition.
How did you balance “elite musical education” with a warm, welcoming tone so the website feels human and not corporate?
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We started with internal interviews with staff, families, and choristers to understand what made The Choir School special. The stories revealed a deep sense of family and community, not just musical excellence. We translated that warmth through authentic photography of real choristers, two videos highlighting 20 years of impact, and clearer navigation including a password-protected Parents & Families section. The site now reflects both the prestige and the humanity.
What content did you prioritize first to improve recruitment, and why?
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Internal interviews revealed parents wanted to see real experiences, not just credentials. We prioritized authentic photography, two impact videos, and clearer benefit-driven messaging on the homepage and admissions pages. Recruitment improves when families can envision their child thriving there.
Why recreate the logo, and what does “exact match plus improved version” mean in real-world usage?
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The Choir School only had one low-resolution logo file which is fine for screens, but these files pixelated in print materials like brochures and banners. We recreated a vector version (scalable to any size without quality loss) and designed a secondary horizontal layout where the symbol sits beside the text instead of overlapping. This secondary version works better on business cards, website headers, and rectangular layouts where the square logo would need to be oversized to stay legible.
From the client
Kelvin and his partner, Sophy, are wonderful people and developed an attractive and effective website for the Choir School of Hartford as well as giving us other social media support to increase the Choir School’s online visibility. As part of the project, they provided us with videos and photos further enhancing our image and the tone of the website. We are especially pleased that the website has given us a foundation for attracting new choristers to our program and developing a partnership with a local school. Thanks to both!
- Create a modern, mobile-friendly website that represents the quality of the school’s music education program
- Improve first impressions for families discovering the school online
- Increase enrollment and better communicate the tuition-free structure and community experience
- Provide strong photography, video, and branding assets for ongoing recruitment and outreach
- A Modern, Mobile-Responsive Platform. The new site ensures accessibility for all visitors while visually communicating the prestige and energy of the music program.
- 120 percent enrollment increase in 2 months
- Full brand refresh including new website photography video collateral and Google Business Profile improvements
- 166 percent increase in Google website clicks
