Scholastic Store
Creative Direction · Brand Identity · Design Systems · Photo Art Direction
E-commerce · Brand Identity
Scholastic is the world’s largest publisher and distributor of children’s books, home to iconic series and characters including Clifford, Harry Potter, Dog Man, The Baby-Sitters Club, and The Magic School Bus. The Scholastic Store Online is the company’s e-commerce destination, generating more than $4.5 million in annual revenue and offering books, toys, and educational materials for children of all ages and reading levels.
With more than a century of expertise in literacy and education, Scholastic brings a perspective to commerce that extends beyond selling books. The Store needed an identity that could translate that expertise into a distinctive shopping experience—helping parents, educators, and caregivers discover products while capturing the curiosity and optimism at the heart of the brand.
As Creative Director, I led the reimagining of the Scholastic Store’s visual identity, establishing a flexible design system that brings the brand’s legacy in learning and literacy into a contemporary e-commerce experience. Working with designer Tom Nguyen and photographer Josh Loring, we created a visual language that extends across the entire customer journey—from the Store itself to email, paid and organic social, affiliate marketing, print, and packaging—giving Scholastic a cohesive and recognizable commerce presence across channels.
Design System
Learning is a core tenet of Scholastic’s mission. For the Store, we translated the school-to-home connection into a visual language inspired by the wonder of learning and the graphic vocabulary of the classroom.
A vibrant palette rooted in primary and secondary colors combines with bold typography, geometric forms, patterns, and classroom-inspired illustrations. These elements can shift in scale and composition to create everything from expressive brand moments to functional product merchandising—giving the Store a visual identity that is playful and energetic without competing with the books themselves.
Designed as a flexible system rather than a fixed set of templates, the identity adapts across e-commerce, marketing, social, print, and packaging while remaining distinctly Scholastic.
Illustrations and shapes designed by Tom Nguyen.
Holiday Design System
Holiday is a key season for the Scholastic Store. Under my creative direction, we developed a seasonal expression of the Store identity that celebrates the joy of giving and reading while remaining unmistakably Scholastic.
Building on the existing visual language, we introduced a holiday-specific palette, gift-inspired patterns and illustrations, custom borders and backgrounds, and seasonal photography. Rather than creating a separate campaign identity, these elements extend the core system—allowing the Store to shift into a festive world while maintaining continuity with the brand throughout the year.
The resulting system scales across e-commerce and marketing channels, creating a cohesive campaign throughout the holiday season.
Illustrations by Tom Nguyen. Photography by Josh Loring.
