Back to School 2025
For this project, I was tasked with creating a Back to School campaign that felt fresh, cohesive, clean, while maintaining an adolescent appeal.
Moodboard
Created a moodboard that captured the key elements the team wanted to see represented in this year’s campaign.
Focused on highlighting brightness and youthfulness, while also striking the right balance between a clean aesthetic and strong product emphasis.
Site & Email Exploration
The next step involved gathering inspiration for site and email assets that reflected the key elements showcased in the moodboard.
I prioritized finding designs that balanced clean layouts with vibrant color, addressing past feedback that campaign assets felt overly busy and difficult to digest.
My goal was to achieve that clarity while still preserving the distinct Scholastic look and feel.
Color Palette
I assembled a color palette as a foundation for creating sample designs to present for approval.
To maintain a cohesive and clean look, I chose to use the typeface consistently applied across all Scholastic sites and stores.
The goal was to explore fresh ways of designing with this specific font—experimenting with size, layout, and weight to push its versatility.
Concept Designs
The Back to School campaign typically kicks off with email designs, which are then adapted for the website and social channels. As a result, the concept designs were initially created in this format.
Back to School Landing Page
Once the concept designs were approved, I developed the landing page using the merchandising template provided by the marketing team. Leveraging prebuilt AEM components from our design library, I translated elements from the moodboard, visual inspiration, and email creatives into cohesive site assets—ensuring a consistent and unified visual experience throughout.
