Heinemann Literacy Challenge
Objective: Communicate Heinemann's position on Balanced Literacy vs Science of Reading products and clarify how their products are designed to work within a school system.
Context: Heinemann found itself at the center of the "reading wars" debate due to several popular, balanced literacy products in their portfolio. The company was in the process of revising current literacy products and adding new ones, with the goal of offering a mix of learning tools to provide districts with multiple options based on their specific needs. There is no single product that can address every student's learning needs and Heinemann felt misrepresented in this public debate.
Approach: Help educators rise above the reading wars debate by focusing on the foundational skills that improve literacy for developing readers. Communicate the value of a comprehensive literacy program and position Heinemann as a key resource for delivering products to support that program.
A data informed hypothesis
Research: Our research uncovered the fact that both the Science of Reading and Balanced Literacy instructional philosophies were based on five common foundational skills. While there are differences to each instructional method, they share many similarities. This discovery informed our strategy - focus on the shared foundational skills and show how products from either philosophy are designed to support the development of these skills. For educators, skill acquisition is the goal for their students and not every student responds to a one-size fits all approach.
Brand Strategy: Literacy isn’t just about reading and Heinemann's portfolio was designed to address reading and writing instruction. If we focus on the five foundational reading skills and include essential writing skills, we can reframe the literacy conversation to benefit students and raise our profile as a thought leader and trusted supplemental service provider.
Aligning all stakeholders
Pressure testing: We had a working hypothesis to support our strategy- but would hold up under scrutiny? We brought together a mix of researchers, product owners, and content experts to validate our findings and ensure that each product could successfully align to the foundational skills for literacy.
Alignment: One of the most exciting aspects of this project was getting internal stakeholders onboard with our approach. I clarified the project through a brief and created rough sketches of what the framework could look like. This was a big help in getting support from key stakeholders and addressing concerns from individual teams. Once we got all stakeholders in the same room, all parties were aligned and the project was approved to move forward.
Visual language for the win
Visual Language: One of our goals is to raise the profile of the Heinemann brand. We leveraged the newly developed brand language to present this literacy framework and associate it with Heinemann. It was important for us to communicate that this is a system, it’s not just one product.
Imagery: We landed on two main images to support this initiative. The system circle was designed to show how the literacy skills fit together to support learning. The skills chain was designed to show which skills are supported by each individual product.
Contributors: Onalee Smith, copy - Yosh White, art direction - Courtney Enos, illustration - Kelly Goodwin, design
A Comprehensive Approach
Launch: The initiative was launched in November of 2025. We created a complete content marketing program with a landing page, e-book, print brochure, and social media assets. We also create talking points for account executives and communications teams. The creative team designed a system-assessment checklist so that school leaders can audit their literacy program. This tool identifies program gaps that once filled, create a Comprehensive Approach to Literacy in their schools.
Feedback: We are getting positive feedback from Heinemann account executives. This approach is changing the conversations that executives are having with current and potential partners.
Transparency: By aligning Heinemann’s literacy programs to the skills framework, it’s clarifying the strength and purpose of each product. Teachers and leaders can clearly see how products are meant to be used in concert with core curriculum. This knowledge allows the experts at the district level to determine which products are right for their students.
Contributors: Onalee Smith, copy - Yosh White, art direction - Courtney Enos, illustration - Kelly Goodwin, design
