GOAL Literacy Campaign
CLIENT: GOAL Afterschool Program
LOCATION: United States
DELIVERABLES: Identity Design, App Design, Packaging Design, Website Design, and Editorial Designs
ROLE: Designer
OVERVIEW
1 in 3 children in the US are below literacy standards, and almost 9 million students are not proficient in reading before the fourth grade. Literacy is a difficult subject, as it is compounded. This means early intervention in elementary school is critical. Students in low-income public schools need a supplemental program to improve learning by the third grade.
RESULTS
The GOAL Afterschool Program was created in order to target literacy difficulties in students from the first to third grade. This program is delivered as a subscription box, which includes a workbook and materials for activities. An accompanying website and app are included for caregivers, as resources to help them navigate the program and learn about literacy.
GOAL Identity
The GOAL identity was inspired by the “building blocks” of literacy: reading, writing, and communication. This idea was transformed into a block shape, with each supporting side holding the icon of each building block. Not only is this identity formed from the basis of understanding language, but it also describes the compounding qualities of literacy. The skills learned in elementary school are formative to later understanding, which is why early intervention is key. This building block signifies the beginning of a journey, the first block of many to build an understanding of literacy.
GOAL Packaging and Workbook
This packaging design and workbook were created to serve as the afterschool program for students. The box would arrive weekly, with new sessions and activities based on the student’s literacy goals. The packaging design was created using shapes relating to the activities and pieces learned throughout the sessions.
The initial sketches for the packaging pattern worked to identify pieces of the program which could be visually represented. These pieces followed the space theme of the program, as well as recurring ideas from first grade literacy teachings.
The first digital renderings of the packaging design worked to create a bold color hierarchy to visually distinguish each box level from one another. This was created using the idea of a 60-30-10 color scheme, coloring most pieces of the scene with the desired box color.
The final packaging design worked to fit each piece into a grid system, for consistent spacing and clarity. Additional details were added at this stage to create a cohesion between the illustrations and to add character.
GOAL App
The GOAL app design is created with caregivers in mind. Parents, grandparents, aunts, uncles, and close family friends can all be a positive role model throughout a child’s educational experience. Many caregivers do not feel encouraged to participate in their child’s journey through education. GOAL works to create change by giving caregivers the tools they need to feel prepared and comfortable while in the afterschool program.
GOAL App Flow
GOAL App: Prep Section
The prep section allows the caretaker to easily manage box subscriptions, resources, and connections. If a caretaker feels overwhelmed or unsure of the program, this section offers reassurance and areas of expertise in order to alleviate worries and gain knowledge.
GOAL App Goal Section
This portion of the app was created for the caregiver and the student, to create a place where common goals could be set and achieved. This section uses an icon system to keep track of goals, with areas for setting and tracking the type and frequency of the tasks.
GOAL App Program Section
The program section of the app is for the caregivers, to help them follow along and interact with the student while going through the program and activities. Caregivers may also answer questions about specific milestones in order to best fit the program to the student. There are also interaction prompts to ensure the caregiver can keep the student engaged and connected throughout the session.
GOAL Website
The GOAL website was created in order to help caregivers and teachers learn more about GOAL’s mission and programs. The website consists of a home page, an about section, a program description, and a connect section. This webpage highlights the current issues within literacy from the first to third-grade level and describes the solutions GOAL has created. The connect section is especially important to the caregivers, as it gives them the option to participate more closely in the program.