Discover Term offers something rare: immersive, multi-week outdoor education programs for middle and high schoolers — in the mountains of Colorado and the surf of Costa Rica — built around a genuine philosophy of childhood development and the belief that kids need more than a classroom can offer. The founders had real vision and early proof. What they didn't yet have was a brand that could carry that vision to families who didn't already know them personally. When H. first worked with them in 2021, the goal was simple: get Powder Term off the ground. A light brand, a Squarespace site, a sales deck for parent info sessions, some early social ads. It worked. Then came Surf Term, built separately. Then Summer and Service programs. Four distinct offerings, two locations, two disconnected sites, and a brand that had outgrown itself without anyone noticing.
By the time the founders were ready to unify, they had something more valuable than a brand refresh needed — they had years of proof that the Discover Term philosophy worked, and a generation of kids whose lives had been genuinely shaped by the experience. The work was to pull the common threads across all four programs, articulate the deeper why with more confidence, and build a house brand that could speak to modern parents who are acutely aware of the pressures their kids are facing and actively looking for something different.
A unified Discover Term brand identity brought all programs under one roof without flattening what made each one distinct. New messaging went deeper — into childhood development, the particular challenges facing kids today, and the Discover Term philosophy as a considered response to both. A new website was architected from the ground up for education and conversion, guiding prospective families through the story and toward enrollment across all programs and locations.
Hillary was instrumental in bringing the Discover Term brand to life — understanding who we are, what makes both our programs and the experience for students and families unique. That understanding allowed her to tell our story authentically, in ways that are both clear and compelling for our audience. She is also a strong, thoughtful, and direct professional who is genuinely great to work with. We've really valued the perspective and expertise she brings to our team.
— Morgan Schwab, Director, Discover TermDiscover Term reached maximum attendance faster than ever before — and for the first time, without relying on the founders' extended personal networks. Strangers were finding them, understanding them, and enrolling. As the programs fill, the founders are able to expand scholarship availability and open the experience to families who couldn't otherwise access it. That part matters.