Highlights for Children
Telling the story of a beloved brand Highlights magazine is an American institution, with over a billion copies printed.
With a robust roster of allied publishing and education-related ventures, the company is wildly successful by any measure. But they wanted to grow into new areas.
To do this, they needed to better define themselves. They asked us to address this question: How do you articulate — and nurture — a respected brand while building paths to new products and markets?
It’s a classic branding challenge, and the Highlights leadership team called us in to help them address it. Our first step was to develop a new brand architecture that would work to achieve Highlights’ goals for growth. We then created a broad strategic communications platform.
We distilled and updated the mission and core values to make them more useful — and actionable — for their communications. We then determined a viable position and developed messaging to support it.
Designers
Alexander Isley
Erika Back
Christina Holland
Jennifer Merrill
Writer
Dave Goldenberg