The Superkids Reading Program® Rebrand

The Superkids Reading Program Rebrand

Brand Strategy, Design, Creative Direction, Systems Design, Implementation, Vendor and Budget Management

CHALLENGE:

Reimagine the Superkids Reading Program, a comprehensive K–2 literacy curriculum comprising hundreds of instructional components, while preserving the beloved character-driven experience at the heart of the program. The redesign needed to modernize the product, create a cohesive visual system, and support the systematic development of foundational reading skills.

SOLUTION:

Led the creative redesign of the Superkids program, developing an extensive unified design system that spanned curriculum materials, digital experiences, and integrated marketing. The work extended from print and digital product design to campaigns, sales collateral, and experiential events, creating a seamless brand experience from initial awareness through classroom implementation. At the heart of the program remained the endearing cast of newly reimagined characters and their illustrated world that students follow and grow alongside as their reading skills and confidence develop.

The chosen mood board established the visual foundation for the program and all marketing initiatives. Bright colors, layered transparencies, textures, and patterns appear consistently throughout the design system.

Mood Board

Logo Exploration

Each grade is color coded with 18 teacher guides per grade.

Teacher Guides

Student Workbooks

Each grade has consumable student workbooks. Starting in grade K, each of the 15 characters are introduced one at a time with the corresponding sound.

Posters and Cards

The program includes posters for each grade, writing paper, and a variety of oversized cards that enhance skill practice.

Trade Publication Components

Students are exposed to trade-like texts in the form of magazines and library books. These components offer real-world experiences using carefully curated content that aligns with the rest of the program as both fiction and informational text. Due to the authentic trade aesthetic, they purposely break from the rest of the Superkids identity system found elsewhere in the program.

Grade 1 and 2 Magazines

Library books

Marketing

Several short animated videos were created for go-to-market, along with multiple email campaigns, a robust social media campaign, website, sampler boxes for each grade, collateral pieces, pull-up banners, and trade show booth components.

Teaser Email Campaign

Developed a drip email campaign for go-to-market pre-launch. Relied heavily on design of new engaging template featuring small animations, short headlines, and bold colors.