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 set out to update their brand to better reflect who they are today and who they are becoming. They have a long history and trusted reputation in K–12 education, creating learning solutions that are adaptive to each student and built to improve outcomes for school systems.
Lippincott helped overhaul the brand -- from redefining its purpose to redesigning the HMH look and logo. I was part of the team that focused on the HMH brand personality. I helped differentiate and pitch 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 that fleshed out the new brand character and crafted guidance to round out a comprehensive expression toolbox.
Brand before + after
Prior to the overhaul, HMH had a nice, bright feel, 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 before:
Personality execution across multiple elements -- voice, palette, motion, marketing, product UX...any and all forms of expression reflect "growth in motion." This meant injecting a sense of ongoing movement -- a dynamic, intentional feel in both language and look to match the offering, built to travel across environments.
