Challenge
Marketing needed a holiday creative wrapper that brings holiday cheer, connects to Newsela's audience (prospects, customers, free users), and can easily extend from Thanksgiving to New Years. Most importantly, the overall look and feel needed to be non-denominational but still festive and inclusive of all people.
Solution
I created woodland creatures to bring that delight and emotional connection. By including a variety of animals of different sizes and fur colors, I was able to solve for diversity and no one feeling left out. These woodland creatures also create a community—similar to the Newsela community of teachers and students—as they interact with one another. Some of the animals also interact with Newsela content to further promote the product. Including subtle animations also added a layer of holiday cheer. Moreover, nothing is specific to any particular holiday - just positivity and joy.
Printed postcard
Virtual postcard
12 Days of Newsela promotional posts
