Scholastic

For more than 90 years, Scholastic has been one of the most trusted brands in education and children’s publishing, reaching more than 90% of schools in the U.S. I was engaged to rebrand one of its core properties, uRule, and to lead the design and development of multiple co-ventures with partners including Columbia Pictures, NJ American Water, The Life Foundation, and The Institute of Medicine.

As part of the uRule online space, kids could customize their page with content they cared about, from favorite books to sports and music. Scholastic wanted the core brand elements to be user-editable, so we created a flexible identity system built around a customizable “U” within the logo lockup. This ever-changing logo keeps things fresh, fun, and creative by involving the user in the brand experience. We also developed targeted campaigns that helped partners build brand awareness while giving teachers and parents valuable educational resources through websites, games, contests, and digital and print materials. The work increased brand awareness and drove stronger activation metrics, including site visits, click-throughs, and downloads.

Role / Creative Director, Designer
Deliverables / Website Design & Development, Digital and Print Design