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Background: Everyday Mathematics is a leading elementary math program developed by The University of Chicago in partnership with McGraw-Hill. It had been a best-selling program for over 30 years, but the brand needed to be refreshed to reflect updates to the product and revitalize sales.
My role:
Led the rebranding initiative as well as the product’s print, digital and marketing design development. This required management of internal staff and presentations to key stakeholders to communicate innovations and progress.
Conducted interviews with users and observed classroom use.
Tested wireframes and prototypes with both teachers and students in multiple sites across the country.
Worked closely with in-house developers to champion the vision of final product.
Results: The new brand update brings to life everyday objects in an illustrated world that children find compelling to show a relationship between the object and the possibilities of math. A nod to the spiral teaching method is also reflected in the banner twist holding the product name. The new interface developed was intuitive and friendly, paired with aligned print support. Everyday Mathematics continues today to maintain a high market share within school districts that desire the options presented for solving math problems.
student home page
printed products aligned with all digital offerings
all games were updated visually to align with new brand
flexible brand system worked for all marketing communication channels
classroom posters were developed for every grade
early prototype development