Second Step
The Second Step® program is the social-emotional learning curriculum under the non-profit Committee for Children®. Through a back-to-school campaign, I worked to update the visual expression of the brand to make the creation of impactful marketing collateral a breeze.
Creative Director
Åsa Douglas
Art Director
Steven Henry
Lead Designer
Claire Metcalfe
Video
Zheng Wang,
Caleb Newbury,
Michaela Davidson
Design
Amy Harrington,
Kate Basart,
Annie Gulian
Editorial
Katrina Carrasco,
Danya Herron,
Paul Anderson,
Janelle Bonifocia
Visual Brand Update
Starting with a social media campaign, I led the cause for an expanded brand aesthetic. This included the addition of textures, grain, and illustrated spots. The look was so well-received that the creative team decided to expand it across brand marketing materials, from ads to web pages.
Expanding on the Idea
Amy Harrington worked on the Second Step spring brochure, and there discovered the need for expanding the visual library. Together she and I worked to build digital elements. She took the few elements I created for the website and developed on the further. The result is the graphics below, used for a specific content pillar of the social media strategy, focused on educators.
Direction
Collaboration with Amy Harrington and Claire Metcalfe
Development
Amy Harrington
Design of below
Claire Metcalfe
Web Design and User Experience
Redesign and Journey Making
SecondStep.org product marketers were looking to achieve a lot with these pages. They wanted to clearly navigate users to “Our Programs” while also encouraging users to fill out a consultation form on each primary page.
They wanted to update the design to be more focused on trends in the market, marketing was hoping to update our look to appear modern and in-line with other ed-tech organizations.
On the home page, they wanted easy navigation to success stories and two articles with important research and product information, and also include moments of client success. All parties agreed that the home page should act as a hub rather than a single source for all information.
The programs page, being a primary page, needed to model after the homepage design. The Creative team expressed the need for an overview page rather than a deep-dive, and they successfully met that need while looking airy and fresh.
Supporting Pages
Designed by Amy Harrington with Art Direction from Claire Metcalfe.
Creative Direction
Åsa Douglas
Art Direction
Steven Henry
Direction and Design
Claire Metcalfe
Design Support
Amy Harrington
