Project

Learning A-Z Rebrand

TL;DR

My Role: Designer
Client: Learning A-Z
My scope of work Redesigned collateral, event graphics, email templates, designed additional brand artwork, created brand guidelines, migrated old web pages to the new site, and created a brand identity for a user feedback group called the Enlightened Educator.

My work on this project lasted over six months, and it was gratifying to see it all come together at launch. Hands down, this is still one of my favorite projects because I got to touch everything.

In 2015/2016, Learning A-Z went through an extensive rebrand that included a new website with redesigned collateral, email templates, and event graphics. I worked with the Digital Director to approve and provide guidance for the proposed branding from the agency, Moncur. Moncur provided four core concepts for the artwork, a color palette, web design, and a custom-built CMS.

My work included:

  • redesigning all of the Learning A-Z collateral and email templates
  • designing additional brand artwork
  • developing a brand guideline
  • creating an identity for a user feedback group called the Enlightened Educators

Collateral Redesign

I redesigned all collateral such as one-sheets, brochures, catalogs, and case studies using the updated brand color palette and geometric shapes. I developed custom artwork for each of Learning A-Z's products and utilized a color-coded tab system for easy identification. The new collateral was more visually appealing with product shots and a mix of Learning A-Z photoshoots and stock photography.

Before

old look of Reading A-Z one sheet

After

rebranded looked of Reading A-Z one sheet
table displaying a group on the rebranded one sheets

Collections

As part of the rebrand, we launched a new series of bundled products called Collections. I developed unique identities for each collection, utilizing close-up product shots in a collage style and custom badges. I also created a custom color palette for the Collection series.

The Science Literacy Collection one sheets spread out on a table
The Science Literacy Collection log
Tablet showing the Learning A-Z store with all the collection branding

Website

During the rebrand, a new custom CMS was built by our agency, Moncur, and I was the primary front-end developer for the learninga-z.com website. I migrated content and developed styles for graphics for various content areas using a mix of Learning A-Z style illustrations, photoshoots, and stock photography.

Before

home page of the old Learning A-Z website in 2014

After

home page of the rebranded Learning A-Z website

Email

At the same time, we migrated from the email platform Silverpop to Act-On. I created six responsive templates, including newsletters, product launch/update, referral program, and lost trialer emails, and attained an Act-On certification.

Brand Guidelines

One of my key responsibilities was developing the Brand Guide with the MarCom Manager to ensure brand consistency across all materials.

Learning A-Z brand guide

  • Client

    Learning A-Z

  • Designer/Art Director

    Casey Chafouleas

  • Digital Director

    Wendy Guerin
  • MarCom Manager
    Dylan Hendricks