Brand Personality
Established a Brand Voice character by co-leading collaborative client workshops with the Lippincott Design team
Guidelines
Contributed to practical guidelines for Brand Character application across multiple touch points within a new design system
Education technology client | Lippincott 2024
HMH has a long, trusted history in K–12 education, creating learning solutions that are adaptive to each student and built to improve outcomes for school systems. With technology playing an increasingly important role in education, HMH needed an expression refresh that would scale for who they are now and who they are becoming.
Lippincott helped overhaul the brand -- from redefining its purpose and promise to redesigning the HMH look and feel. I was part of the team that focused on brand personality, providing options that would inform everything from a new color palette to fresh/clear UX to the written word.
Once the client chose a direction, I led a lean team in fleshing out the new brand character within a comprehensive expression toolbox.
Brand before
Prior to the overhaul, HMH had a nice, bright look, but felt a bit dated and clinical at key touch points. The HMH product is dynamic, individualized and real-world-focused -- aligning content and exprience with the new brand character would better reflect what HMH offers.
Brand after
Personality execution across multiple elements -- voice, palette, motion, UX...any and all forms of expression reflect growth in motion. This required a dynamic, intentional approach to language and look that travels seamlessly across environments.
