For the launch of this high school science program, the product marketing manager wanted the sales materials to visually connect physics and digital innovation. The program included four titles—Physics, Biology, Environmental Science, and Chemistry—and was the first in the country to integrate a comprehensive suite of interactive digital learning materials, making it a high-stakes initiative for the company.
The logo system incorporated sports-inspired imagery to communicate motion, energy, and gravity. To extend this concept, I proposed using speed skaters as the central visual motif, drawing inspiration from the centrifugal force and momentum that propel athletes forward. Layered motion-based background patterns reinforced the sense of movement and innovation throughout the campaign. To distinguish each discipline while maintaining a unified brand presence, I assigned a bold, vibrant color palette to each subject area, contrasted against dramatic black backgrounds that elevated the presentation materials and improved visibility during sales demonstrations.
The campaign resulted in a highly successful national launch and widespread adoption into high school curricula across the country. The program ultimately contributed to Holt McDougal achieving more than $1 billion in sales during the 2013 sales cycle, becoming one of the company’s highest-grossing education programs.
