Coaching for Literacy

Coaching for Literacy, through its Fight for Literacy Games, leverages the power and influence of Division I college athletics to raise awareness about the alarming number of children in the US who lack proficient reading skills – and to raise funds that are provided to community-level literacy organizations with proven success teaching young people to read.

Our task was to help refine its strategy, develop relevant, persuasive messaging, and create a creatively compelling, multi-platform brand campaign to engage and activate key audiences – securing participation commitments from coaches and their colleges, signing NBA player ambassadors, bringing on corporate sponsors (such as International Paper and Peter Millar), and increasing the number and size of cash donations.

My role involved creating a cohesive visual identity to communicate the brand's core values while also highlighting its multiple partnerships. This included designing the logo for the Fight for Literacy Games. The central image of a classic bullhorn effectively “broadcasts” our message. The design draws on a vintage look, aligning with the timeless nature of literacy and evoking the nostalgic feel of traditional sports designs.

In addition to developing the visual identity, I was responsible for devising and implementing a social media strategy, designing the brand's website, and creating various digital assets, promotional content, and merchandise. I worked in close partnership with the account team, the Creative Director, our client, and the various partners of Coaching for Literacy. My role was to ensure that every output consistently reflected the brand's values and presented an accurate depiction of the brand across all platforms.

Support the cause

ECD & CW
Keith Goldberg

ART DIRECTION & WEB DESIGN
Cristina Jucan

UX STRATEGIST
Kayla Earwood

ANIMATION
Gabby Windham

ACCOUNT EXEC
Suzanne Hamm