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Employees are the first key stakeholders in brand building. It was my role to bring awareness to staff regarding updates to McGraw-Hill’s evolving brand. The company wanted to send a clear message that it was not part of the proverbial ivory towers of education, but in a new contemporary arena where the science of learning meets the art of teaching.
As part of this internal campaign, posters were designed for different corporate locations incorporating a red cube approaching. Additional information about the upcoming event could be accessed by scanning the QR code.
Red Cube Proud was the tagline developed to emphasize changes and build team spirit. The creative team also suggested red cubes be distributed to all employees as a reminder that the McGraw-Hill red logo now has more dimension to it’s meaning.
Additional posters for conference rooms featuring both the name of the room and students were developed. These posters were both engaging and helpful reminders of customer personas.
Hip to be Square campaign for an educational technology conference was created immediately after the ‘Red Cube Proud’ internal effort. Banners and T-shirts worn by staff at the McGraw-Hill booth promoted the idea that McGraw-Hill is now more playful and contemporary.
posters promoting branding updates
initial brand brief created for internal stakeholders
Red Cube Proud employee with his ‘cube’
poster series designed for conference rooms
additional example of logo use in the Hip2B square campaign