RedThread — Comprehensive Messaging, Branding & Design
Understanding the Threads Behind the Tapestry
To truly grasp the innovative nature of RedThread, we delved deep into what made it exceptional. Through a Discovery Session with the client and competitor research, we learned RedThread’s distinctiveness stemmed from its interconnected themes, culturally diverse literature, project-based learning and science-backed instructional materials. Coupled with immersive coaching for leaders and teachers, RedThread stood out as the only comprehensive K-8 literacy program on the market.
SERVICES: messaging / logo / branding / web design / digital campaign / general marketing materials / school and classroom materials design / decodable books cover design
Knitting Together Multi-Organizational Branding
Crafting the RedThread logo was a delicate balance—it needed to reflect both its identity within the Lavinia Group and its association with the K12 Coalition. Our exploration led us through a myriad of font choices, odes to sewing-inspired elements and icons that harmonized with the parent brand’s butterfly motif.
Knitting Together Multi-Organizational Branding
Crafting the RedThread logo was a delicate balance—it needed to reflect both its identity within the Lavinia Group and its association with the K12 Coalition. Our exploration led us through a myriad of font choices, odes to sewing-inspired elements and icons that harmonized with the parent brand’s butterfly motif.
The winning logo, marrying abstract design with elegance, featured a cocoon icon in a monoline style. This complemented the threadlike theme, while a playful font subtly hinted at threading a needle. Together, they crafted a cohesive visual identity for RedThread.
The winning logo, marrying abstract design with elegance, featured a cocoon icon in a monoline style. This complemented the threadlike theme, while a playful font subtly hinted at threading a needle. Together, they crafted a cohesive visual identity for RedThread.
The logo’s evolution into full branding paved the way for comprehensive web design, solidifying RedThread’s lively and distinct visual identity.
Spinning a Web of Design
Next in line was a full-fledged launch campaign, designed to promote the RedThread literacy program to both new and existing clients. This encompassed an array of marketing channels, including dynamic social media strategies, email blasts and collateral designed to ignite interest and drive engagement.
Spinning a Web of Design
Next in line was a full-fledged launch campaign, designed to promote the RedThread literacy program to both new and existing clients. This encompassed an array of marketing channels, including dynamic social media strategies, email blasts and collateral designed to ignite interest and drive engagement.
Colorful Curriculum
Classroom materials skillfully incorporated iconography to distinguish various aspects of the curricula. Vibrant illustrations and unique type treatments were complemented by a color-coded system, each hue representing a distinct grade level.
Our work led us back to the classroom where we created a collection of student and teacher materials, spanning from interactive workbooks to vibrant posters, ensuring every aspect of the RedThread curriculum was infused with intentional design.
Colorful Curriculum
Classroom materials skillfully incorporated iconography to distinguish various aspects of the curricula. Vibrant illustrations and unique type treatments were complemented by a color-coded system, each hue representing a distinct grade level.
Design & Decodables
Our collaboration extended to designing covers for RedThread Readers, phonics decodables seamlessly integrated into RedThread’s literacy instruction program. These culturally authentic stories were crafted to empower students and foster meaningful connections throughout their educational journey. With careful attention to representation, we aimed for our designs to reflect the diverse backgrounds and experiences of the students. By ensuring the decodables resembled enchanting storybooks rather than mundane workbooks, our goal was to ignite excitement and engagement in reading.
Design & Decodables
Our collaboration extended to designing covers for RedThread Readers, phonics decodables seamlessly integrated into RedThread’s literacy instruction program. These culturally authentic stories were crafted to empower students and foster meaningful connections throughout their educational journey. With careful attention to representation, we aimed for our designs to reflect the diverse backgrounds and experiences of the students. By ensuring the decodables resembled enchanting storybooks rather than mundane workbooks, our goal was to ignite excitement and engagement in reading.
“BatesMeron’s design capabilities are spectacular. And they have partnered exceptionally well with all of our people, including helping our in-house creative services team develop new skills and capabilities. On-time, on-spec delivery of a beautiful and unique visual identity, along with strong marcom campaigns. The work has energized our employees as they witness the complete transformation of our brands. Excellent project management capabilities and a willingness to flex with changes in scope, deadlines, and budgets. They engage with us as a true partner.”
“BatesMeron’s design capabilities are spectacular. And they have partnered exceptionally well with all of our people, including helping our in-house creative services team develop new skills and capabilities. On-time, on-spec delivery of a beautiful and unique visual identity, along with strong marcom campaigns. The work has energized our employees as they witness the complete transformation of our brands. Excellent project management capabilities and a willingness to flex with changes in scope, deadlines, and budgets. They engage with us as a true partner.”
