Tote + Poster Campaign

Literacy Empowers Limitless Possibilities

I was asked to design a conference tote that would stand out and draw educators to the Learning A-Z booth. My concept depicted children immersed in books, discovering new places, passions, and future careers, capturing the magic of literacy and its power to unlock limitless possibilities. I guided the art direction, oversaw custom hand lettering and tagline integration, and coordinated with marketing and events to meet production deadlines. Following the tote’s success, the concept was expanded into a four-poster series.

Client/Company

Learning A-Z

Role

Creative Direction, Concept Development, Project Management

Timeline

2018

Team / Collaboration

Illustrator, graphic designer (hand-lettering), art buyer, marketing/events team

Collage of illustrated Learning A-Z posters showing children reading in imaginative settings such as outer space, underwater, and alongside animals, with the slogan “Literacy Empowers Limitless Possibilities.”

The Challenge

Conference giveaways are often forgettable. The challenge was to create a showstopper item that educators would line up for and keep — while visually capturing the power of reading to transform lives.

Key challenges included:

  • Representing diversity in a way that students could see themselves in
  • Balancing illustration, hand lettering, and tagline into one cohesive design
  • Managing multiple collaborators under tight timelines
  • Extending the design beyond a single giveaway into a larger campaign

The Process

  • Concept Development: Originated the idea of children discovering worlds and futures through the books they read.
  • Illustration Direction: Selected and briefed illustrator; guided look, feel, and storytelling.
  • Typography & Tagline: Oversaw custom hand lettering and tagline integration.
  • Project Management: Coordinated with marketing, art, and events teams to manage vendors and deadlines.
  • Campaign Expansion: Extended the original tote design into a four-poster series to broaden the campaign’s reach.
Learning A-Z campaign merchandise including a tote bag and T-shirts printed with the slogan “Literacy Empowers Limitless Possibilities,” featuring an illustration of a child reading while imagining space exploration.
Literacy Empowers Limitless Possiblities hand-lettering

The Outcome

  • The tote bag became a conference highlight, with long lines at the booth.
  • The concept was praised for its diversity and imaginative storytelling.
  • Success of the tote led to the creation of a poster series, extending the campaign beyond events.

Reflection / Takeaways

  • Reinforced the power of a clear, emotional concept to drive both design and engagement.
  • Highlighted the value of creative collaboration across illustration, lettering, and marketing.
  • Proved that even a small-format item can become a campaign centerpiece with the right vision.
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