Literacy Empowers Campaign
TL;DR?
My Role: Creative Director
Client: Learning A-Z
My scope of work: Come up with a concept and work with other team members, including freelance illustrator
I was asked to come up with a showstopper bag that would have people lined up to get at our booth at conferences. I delivered with the help of many talented people. I wanted to capture a child discovering a world (and possibly a future career) while immersed in a story. This campaign promoted the magic of literacy through a diverse lens. This artwork made its first appearance at our 2019 booth.
I was asked to create a tote bag that would be used as a giveaway at the Learning A-Z booth at conferences.
At its core, Learning A-Z provides K-6 literacy resources that help students read at every level. My concept shows two children immersed in the world of the books they are reading. I wanted to illustrate how transformative a book can be: from discovering new people or places, to making real-life connections, to the topics readers are passionate about.
Concept
In these illustrations, we imagine that these kids have found their future calling by reading a book, showing the power of reading to open up a new world of possibilities. The concept was very popular and received praise for depicting a diverse group of children that students could see themselves in. After the initial bag launch shown above, we designed two more illustrations to create a series of 4 posters.
I was also the project manager and coordinated with the art, marketing, and event teams to select the illustrator, design hand lettering, and meet production deadlines.
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Client
Learning A-Z -
Creative Director
Casey Chafouleas -
Illustrator
Wilson Swain -
Art Buyer
Jen Lum -
Graphic Designer/Hand-Lettering
Eleonore Rowe -
Tagline
Carrie-Sue Kay