ART DIRECTION–WORK TO INFORM AND DELIGHT
Role: Team Art Direction, Design, UI, Composite Illustrations
Scholastic was an early trailblazer embracing the possibilities of an online presence to interact with their audience of teachers, librarians, parents, and kids. However, after decades of expanding an online architecture that was initially built to serve the needs of the early days of the web, it started to resemble more and more the Widow Winchester house, Scholastic realized it had to take the plunge to invest in a new digital platform that would allow for real-time diagnostics and a fully responsive user interface. Each business group used this opportunity to reexamine their branding, UX, and UI. The Book Clubs division was the first to establish themselves on the new platform.
This iteration of their branding had at its heart the desire to tie itself closer to the mothership since in the mind of the consumer all Scholastic business entities are not separate but the same.