When Newsela acquired Generation Genius, the existing Newsela Science product needed to become Newsela STEM, a more powerful science learning tool that incorporated the acquired brand without looking like a bolt-on addition.
\nAlongside the finalized lockup, I updated the brand colors as we transitioned Newsela Science into Newsela STEM with Generation Genius, building out a full Science Orange ramp (from a deep #CE4C00 down to a pale #FFEBDF) so the new product color had the same range and flexibility as every other product in the Newsela system. Launch marketing was built around a new illustration of Dr. Jeff, the recurring scientist from Generation Genius's video content, carried across a webinar graphic (\"Introducing Newsela STEM: Make Real-World Science Relevant For All Learners\") and a series of \"A Scientific Breakthrough\" social graphics. The key piece of the launch was a product page for Newsela STEM that could express the value of the new offering quickly. I designed a wireframe and worked alongside our development and product marketing teams to stand it up for launch, built around a \"Make Real-World Science Relevant\" hero and a set of tabs covering curiosity, deeper learning, cross-curricular connections, and classroom-ready resources. Folding an acquisition into an existing product line under real launch pressure is exactly the kind of test a brand system needs to survive. Newsela STEM shipped with a lockup, a color system, and a full marketing and product launch built on the same rules as everything else in the Newsela family, so it never read as a separate, bolted-on brand.Extending the color system
\nLaunch marketing
\nThe product page
\n