Brand design and development: McGraw-Hill Education
Digital and print ads targeting college students, parents and educators repositioning the McGraw-Hill Education brand.
Project: Develop a brand refresh that transforms the company image from textbook publisher to a digital-learning company.
Role: Creative direction and agency management. Developed personas, user journeys, image style (photo libraries) and employee branding.
Results:
Developed a unified home page where users could self identify and follow their appropriate journey.
Curated a library of imagery that depicted learning outside the classroom, as the goal was to promote mobile learning.
Partnered with social media team to develop our presence and tone of voice.
Expanded core brand guidelines for adoption across all media.
