Center for Digital Curricula
As digital tools render hard-copy textbooks obsolete, teachers are left with an enormous burden of sifting through the endless stream of online resources and tools to craft their lessons. Unlike textbooks that came paired with teacher curriculum guides, the new digital teaching sphere comes with no curricula support for teachers. The Center for Digital Curricula (CDC) was founded to address this urgent need in education: a hub for deeply digital curricula that gives teachers tools for collaboration, self-paced learning, and open exploration.
Brand Message Framework
Developing materials for the Center required an intensive process of crystalizing its message and vision. The founders were lifelong academics, so the Center’s previous brand message was lengthy, winding, and initially spanned three pages of text. Through in-person meetings and interviews, we crafted the following brand messages:
Problem: How do we elevate the quality of learning in more schools in more places across America?
Vision: We need to have a globally-competitive, cutting-edge education system that serves all students.
Mission: The Center for Digital Curricula is a national hub for innovation in deeply-digital curricula. A full service operation, the Center develops and vets standards-aligned curricula and distributes this curricula through elegantly designed digital tools.
Visual Brand
The Center for Digital Curricula team strikes a delightful balance between childlike enthusiasm and academic professionalism. Committed to capturing this through the Center’s visual brand, we pulled inspiration from Schoolhouse Rock’s cartoon aesthetic and blended it with a modern, tech-forward cleanliness.
We developed a suite of digital and print marketing materials, as well as full website wireframes and design. The result? The CDC team was able to immediately jump on the opportunity that COVID-19 presented for virtual learning platforms, effectively growing their reach through this fun, smart look and language.
