Challenge
Newsela needed to promote its presence at the International Society for Technology in Education (ISTE) conference. These promotional materials would also be cohesive with the booth space. The overall branding needed to stand out and give educators a delightful brand experience hence Newsela in real life (IRL).
Solution
The branding centers around a wrapped airstream and the concept of a fun summer trip. By using all brand colors, the visuals stood out. The Rainbow also indicates the diversity of our products. In addition, graphics such as sparkles and organic blobs were implemented to nod to nostalgia and provide an airy and approachable atmosphere for educators.
The Newsela IRL event had 327 total mentions and UGCs. Additionally, there was a 10.8% engagement rate (vs 2.8% on previous events) and a total of 20,981 impressions.
Promotional assets include social posts, an invitation poster, and some ads created by Eva Nevarez (Brand Designer), Veronica Thompson (Creative Director), and myself.
Here's how it all came together!
Creative Director, Senior Director of Brand, and Event production agency collaborated in the vehicle build and wrap.
