The concept for the Highlights rebranding graduate student project was to improve upon the existent brand, by improving the “look and feel” that is more on-trend, hip, and fresh. I redesigned the logo, color palette, font options, and proposed new markets which Highlights could expand into. The goal was to appeal to a more discerning parent demographic. The new Highlights is more minimalistic, fresh, elevated, and educational. It also appeals to the more environmentally conscious, educated, and socially aware.

Shown: Highlights, Rebranded (Graduate Project) Book 1 / Visual Strategy Guide, Book 2 / Visual Development Guide, Book 3 / Visual Standards Guide, Spread 1: Brand Soul Keywords, Spread 2: Logo Anatomy, Spread 3: Persona Research, and Spread 4: Brand Expansion Product Concepts