Building a brand-new digital home and the brand to fill it — for a summer program that needed to look like it had been around for years, not months.
Project Overview
CSW Summer is the summer and enrichment arm of The Cambridge School of Weston, an independent school about 12 miles west of Boston. The program serves campers ages 4–18 across full-day camp, specialty programs, a Global Summer Academy, and high school offerings — drawing families from Waltham, Newton, Wellesley, Wayland, Sudbury, and beyond.
CSW Summer was in the early stages of preparing for their inaugural season when they came to us. The program needed a brand and website that could communicate its breadth, earn the confidence of families who didn’t already know the school, and hold up against more established local competitors. The new site launched in January 2025, timed specifically to support summer registration.
The Challenge
CSW Summer sat in an interesting spot: backed by a highly respected school, but operating as its own program with its own seasonal identity. Families encountering CSW Summer for the first time might not know The Cambridge School of Weston at all — so the brand needed to communicate energy and fun while quietly signaling the school’s credibility.
The digital presence needed to be built from scratch. There was also a content strategy gap. Families searching for summer programs in the greater Boston area needed to be able to find CSW Summer — which meant SEO had to be part of the build from the start, not an afterthought.
The Goal: Launch a brand and website for CSW Summer that could attract families who had never heard of it, clearly communicate the program’s depth, and support enrollment — all before the 2025 summer season.
Our Approach
We started with brand identity, because the logo and visual system had to come before anything else. The brief was the same “brand-adjacent” challenge we know well from auxiliary program work: connected enough to The Cambridge School of Weston to carry its credibility, but colorful and energetic enough to feel like summer. The school’s primary palette leans more restrained — we pulled from their secondary colors to give CSW Summer its own warmth and brightness.
Content strategy came early too. Rather than designing a site and then filling in copy, we structured the information architecture around what families actually need to know: what programs exist, who they’re for, how to register, what the experience is like. Sitemap and wireframe work came before a visual was touched.
From there, design and development followed using our custom WordPress camp theme — optimized for mobile registration, program browsing, and SEO. The theme meant a faster, more affordable build without cutting corners on quality or flexibility. Registration links out seamlessly to their Homeroom account.
What We Built
Brand Identity
A custom logo and brand guidelines that bridge The Cambridge School of Weston’s institutional credibility with the bright, fun energy CSW Summer needed to stand on its own. Logo, color palette, typography, and usage rules — all documented for consistency across whatever comes next. Check out our post on Camp Logo Design Best Practices for tips and strategies.
Website
A full WordPress site built on the Wild & Wander camp theme and launched January 2025. Structured around parent-friendly navigation, mobile registration, and program clarity. Integrates with Homeroom for seamless enrollment. SEO-optimized from the ground up, with keyword strategy built into program descriptions, headings, and meta tags.
Content Strategy
We helped shape what the site said and how it was organized. Positioning CSW Summer clearly for families who didn’t already know the school was as much a writing and strategy challenge as a design one.
Ongoing Maintenance
Post-launch care plan covering plugin updates, performance optimization, minor content edits, and seasonal support — so the CSW Summer team can stay focused on running great programs.
“The team went above and beyond to create our new summer camp website in record time. Wild & Wander listened to all our needs and were patient as we figured out exactly how to make this happen. Questions were always answered immediately and we felt supported throughout the entire process. The final product is a beautiful piece of art! We’re so grateful.”
–Pamela Torres, Director of Strategic Initiatives, CSW Summer
The Impact
The site launched in January 2025, right at the start of the registration window for Summer 2025. Almost immediately, it was making an impression. A vendor partner who encountered the site for the first time told CSW Summer’s director that she would have had no idea the program was only a year old — that it looked like an established, mature operation. That kind of external validation, from someone with no stake in the project, is exactly what a well-designed site is supposed to deliver.
CSW Summer continues to serve families from across the greater Boston area, with space still available for Summer 2026 at the time of writing — a sign of healthy, ongoing enrollment momentum.
Families can now find comprehensive program information, complete registration, and understand the full scope of what CSW Summer offers without needing to call or email first. The reduction in inquiry volume is itself an outcome: the site is doing its job.
Built for Camps Like Yours
Whether you run a STEM summer program, arts-based enrichment, or after-school auxiliary service, Wild & Wander offers the tools and expertise to help you stand out online. Our content-first approach, combined with custom design for camp branding, promotional materials, and websites, ensures your program looks as great as it performs.
Want to build a digital home for your program that’s as inspiring as your mission? Let’s talk.
