Spearheading the development and creation of 52 newly BetterLesson branded patterns and successfully incorporating them into collateral
Category: Branding Design, Graphic Design, Template Design
Role: Graphic Designer
Tools: Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Canva
About BetterLesson
BetterLesson connects K-12 educators with comprehensive professional learning solutions that help them thrive in an increasingly complex world. They have partnered with more than 30,000 educators across 47 states, plus D.C., Puerto Rico, and five countries internationally. Through research-based professional development centered on student outcomes, educators gain the necessary skills to create meaningful student-centered learning experiences that meet all students’ needs.
Brand Work
In BetterLesson’s branding, hexagon patterns are a defining feature. With this pattern (shown below) dominating nearly all digital and printed materials for years, BetterLesson established a company goal in 2024 to expand the brand’s visual identity and commitment to brand delight.
To help reach this goal, I took the creative lead by coming up with 3 new hexagon patterns, resulting in a collection of 52 patterns in the brand’s signature colors. These patterns were a success as they were integrated across diverse deliverables, such as blog banners, social media deliverables, Canva templates, ads, whitepapers, slide decks, and more.
Taking ownership in this project was rewarding as I was able to contribute to BetterLesson’s brand and ensure adaptability to fulfill different design needs and functions. These new additions also enhanced the brand’s emotional connection with customers, as these patterns were prominent features in collateral produced for the Marketing and Sales teams.
Deliverables
Below are an array of deliverables that utilize the new hexagon patterns.
“Op-ed” Series
Working alongside the Content Marketing Manager, we introduced a new series called “Op-ed” on BetterLesson’s Resource Center. It was requested to incorporate specific branding for BetterLesson’s CEO, Matthew Kennard, and Chief Revenue Officer, Jessica Cameron. While creating the graphics for “Op-ed with Matt Kennard,” I designed Canva templates that enabled easy customization of the colored hexagon patterns, icons, and text. However, due to formatting challenges with Jessica Cameron’s photo, I adopted a different strategy by utilizing the space inside the hexagons to craft her graphic. The designs for “Op-ed with Jessica Cameron'' were translated to Canva for easy editing as well.
Dimensions include social squares (1080 x 1080 px) and blog banners (718 x 403 px).
“BetterLesson Live” Graphics
Seeing the need to have banners that incorporated stock images and branding while efficiently delivering webinar information, the Vice President of Design and Content Marketing Manager entrusted me with creating Canva templates that fulfilled these requirements.
Primary State Display Ads
In order to target BetterLesson’s 6 primary states and promote tailored services, I collaborated with the Director of Marketing to create display ads in 8 different sizes: 160 x 600 px, 300 x 250 px, 300 x 600 px, 320 x 50 px, 728 x 90 px, 1024 x 768 px, 1080 x 1350 px, and 1200 x 627 px. With various content areas and call to actions, I created a total of 224 ad templates on Canva, ensuring ease of copy editing and sharing abilities onto the necessary platforms. Below are examples of some of the ads that utilized the new hexagon patterns.
Whitepapers
Pages from selected whitepapers and guides showcasing the new patterns in BetterLesson’s brand.
Social Media Materials
In order to commemorate specific holidays but to also boost engagement on BetterLesson’s Instagram, I was tasked by the Content Marketing Manager to design social squares. Below are examples demonstrating the utilization of the hexagon patterns I’ve created for social media content.
