As part of the 2016 Learning A-Z rebrand, I partnered with the Director of Marketing, who introduced the idea of bundling products into “Collections” within the company’s CMS-driven store. My role was to transform that concept into a cohesive design system. I created distinct identities for each Collection — including badges, custom color palettes, and collage-style visuals — that made bundles easier for educators to identify while reinforcing the parent brand. This project was about elevating the store experience, turning what could have been simple packaging into a thoughtful extension of the brand.

The Challenge

Learning A-Z had a strong suite of individual products but needed a way to present bundled offerings clearly and attractively in its store. The challenge was to create unique identities that would stand apart, yet remain connected under the master brand, while working seamlessly across both digital and print.

Key challenges included:

• Designing a family of product-level brands that felt distinct but cohesive
• Ensuring designs functioned in the CMS-driven store environment
• Balancing clarity in e-commerce with creativity and brand storytelling

The Process

• Identity Design: Created logos and badges for each Collection (Science Literacy , ELL, Language Arts, Foundational Reading, Complete).
• Color Systems: Built a palette to differentiate Collections while maintaining accessibility and brand cohesion.
• Product Visuals: Designed collage-style imagery to showcase the breadth of products in each bundle.
• Store Integration: Partnered with web developers to implement identities within the CMS product grid, detail pages, and purchase flow.
• Collateral Extension: Applied the identities to promotional flyers, sell sheets, and marketing campaigns.

The Outcome

• Successfully launched six branded Collections within the Learning A-Z store
• Improved educator navigation by making bundled offerings intuitive and visually clear
• Extended the 2016 rebrand into product-level storytelling, strengthening brand recognition and value at the point of sale

Reflection / Takeaways

• Reinforced my ability to build design systems that scale across multiple products and channels
• Proved the impact of strong visual differentiation within a store experience
• Showed how design can elevate even transactional spaces into brand-rich storytelling moments