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Inspire a generation of learners. Support and empower teachers. Shape the future of K-12 education.

Newsela is a literacy-focused edtech company offering leveled and standards-aligned informational content that is available in English and Spanish. Newsela currently serves 90% of schools, including over 37 million K-12 students and 2.5 million teachers. Newsela came to The Working Assembly wanting to refine its brand positioning, drive awareness of its additional offerings, and develop a brand system that could be applied to future products and programs. Our work together has since grown to include revamping their visual and verbal identity system, website design and development, campaign, event marketing, and video sales content.

  • Scope
    • Brand Strategy,
    • Brand Architecture,
    • Naming,
    • Verbal Identity and Messaging,
    • Visual Identity System,
    • Experiential Design,
    • Campaign Development,
    • Printed Collateral Design,
    • Digital Assets,
    • Video Production,
    • Photography Production,
    • Web Design,
    • Web Development