Citizen Math

Citizen Math is the evolution of a company previously called Mathalicious. The team at Mathalicious wanted to rename and rebrand the company—and totally redesign its website—to compellingly communicate the value of its product, establish itself as a math curriculum innovator and grow its client base.

The creators of Citizen Math believe the highest calling of math education—and math educators—is not only to create better math students but to develop students into educated, engaged adults who recognize math as a tool for building more harmonious communities and a better world. Citizen Math presents math as not just a set of rules and formulas but as a lens through which young people can more fully see the issues they will face—and a vehicle through which they can participate and help better the world they will inherit. In fact, just like situations in the real world, some of the lessons will have no single—or even right—answer.

The Citizen Math experience develops young people to be thoughtful, critical-thinking citizens through math lessons that equip and inspire them to view ideas from different perspectives, see the “big picture,” make informed decisions and have productive conversations about complex issues – keys to participating thoughtfully in society and making a positive difference in the world.

Our challenge was to develop a brand strategy and positioning that reflects the ethos of Citizen Math, develop a brand identity and website that enables educators and students to navigate the lessons with ease and aspire to be a part of the citizen math world.

CREATIVE DIRECTOR & CW
Keith Goldberg

ART DIRECTION & DESIGN
Cristina Jucan

INTERACTIVE
Kayla Earwood
Tim McLaughlin

DEVELOPMENT
John Koht (Kohactive)

ACCOUNT
Amy Sorkin