As a creative leader, I’ve helped companies update their brand identities to showcase a consistent look and feel across channels. I’ve also helped them transform their messaging strategy so that it’s benefit-driven and focuses on the customer.
Nasco Education Brand Refresh
Audience: K–12 teachers and administrators
I joined Nasco Education immediately after they created their new logo and brand colors. My role was to lead the Creative Team in extending the brand identity across channels. This included streamlining all our proprietary brands, redesigning our marketing and sales assets, and establishing a brand voice.
These changes brought consistency to the customer experience and a customer-centric approach to our messaging.
To reintroduce the brand to our customers and provide purpose and direction to our coworkers, I revised our mission statement and our value prop. Both now place our customer at the heart of everything we do.
Click on the link to view a deck that outlines the changes in Nasco Education’s brand identity across the business.
Nasco Education Catalog Rebranding
Audience: K–12 teachers and administrators
Nasco Education serves several different subject areas across K–12 education, with 2 to 3 catalogs mailing annually for each subject area.
Although Nasco has an in-house photography studio, the previous catalog strategy relied heavily on the use of stock photography and illustrations, and featured muted colors and product-first messaging. The catalogs also made poor use of prime real estate in the inside and back covers, as the front cover was the sole focus of strategy meetings.
When my team redesigned the look and feel of the catalogs, I guided them forward with a strategy that started with clear objectives. The new catalogs feature in-house photography that incorporates our products, have a bright, dynamic look that conveys excitement, incorporate social proof and benefit-driven copy, showcase our value prop, and tell a consistent story throughout.
Click on the link below to see the difference.
Nasco Education Email Rebranding
Audience: K–12 teachers and administrators
Nasco Education’s previous email strategy focused on multiple messages and calls to action within each email.
I helped them revise their strategy to focus on one to two related key messages within each email and eliminate numerous calls to action.
My team also redesigned the email template to complement our new branding across print and web.
Click on the link below to see the difference.
Nasco Education Website Banner Rebranding
Audience: K–12 teachers and administrators
While moving toward a complete rebranding on the Nasco Education website, I implemented some interim changes.
This included adapting web banner copy to be more customer-centric, as well as creating a consistent look and feel for our main web pages.
The first page of this PDF shows the disparate look and voice of the existing web banners and the second page shows the changes I made pre-rebranding to bring consistency to the existing website.
Summer School Campaign
Audience: K–12 teachers and administrators
Although Nasco Education has served the K–12 supplemental materials market for over 80 years, they had never before focused on schools’ need for summer school materials.
Because of the interrupted learning students experienced during the COVID-19 pandemic, many schools were increasing their summer school offerings to help bring students back up to grade level. I proposed we leverage our existing solutions to help schools support students over the summer and planned a campaign that spanned across channels.
This deck outlines the strategy and the execution of the campaign.
Liz Bowie 