New Worlds Reading
Scholastic partnered with the University of Florida in support of a monthly at home book delivery for K-5 students across the state of Florida. The initiative is an effort to help children get back on track who have fallen behind in their reading level.
Our task was to rebrand the New Worlds Reading initiative in a way that would raise awareness and encourage enrollment by appealing to caregivers, parents, faculty and children. The branding needed to be sophisticated yet fun and bright, and also ADA compliant. We created a design system flexible enough to be applied to a wide variety of applications needed: print, tv, social, swag, packaging, website and launch.
Project
Branding, Visual Identity, Digital, Web
Client
Scholastic;
UF Lastinger Center for Learning
My Role
Design Lead, Design Director
Team
Designer, Logo Design:
Igor Salagaev
Designers:
Adam Hanson, Sarah Neil, Cristiaan Jackson
Primary Logo:
The words come out from the open book– the place where the literal word transforms into reading and then imagination. The book also serves as an arrow to convey the direct delivery element of the initiative.
Graphic Element:
The shapes of the logo graphic represent how the words of the pages of a book transform into imagination and creativity, with endless possibilities.
We worked closely with the creative team to extend the new branding into a multi-channel campaign, that was co-led by, created and produced by Creative Directors, Katie Dropick and Rodrigo Bistene.
This work was hugely successful, exceeding all KPIs and generating 15M impressions.
CCO: Isidoro Debellis
CDs: Katie Dropick, Rodrigo Bistene
Senior Creative Team: Laura Walsh, Nancy Zhu
Original Logo Mark