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Background: To build McGraw-Hill’s presence in the core national Math market the company wanted to create a K-12 branded offering. This branded product experience was a first for this company to span so many grades and markets.
My role:
Led brand development for the K-12 product experience, managing staff in multiple locations.
Coordinated workshops to engage stakeholders in defining personality and key attributes of the different market segments to aid marketing story and product naming.
Developed and led presentations to stakeholders and internal staff to report on progress and receive feedback.
Spearheaded the development of concepts for testing with users and execution of branding across print and digital media.
Results: The final solution utilizes shapes and patterns that Integrate engaging age-appropriate photography and illustration revealed within a blended print and digital delivery platform. Overall design proved extremely flexible for all applications, as well as customizing for specific markets. Each grade level is indicated by distinct color and imagery.
Led attribute workshops with stakeholders to begin the branding and product naming process.