Translate the Content
Use the flexibility of formative assessment as the foundation for the cover concept.
Design / Book Design
Mastering Formative Assessment Moves
ASCD Creative
Challenge
A book about formative assessment needed to express practices that teachers can use throughout a lesson, rather than a rigid sequence of steps.
Creative Strategy
An organic, abstract cover connected the visual concept to the flexible nature of the seven assessment practices. Interior layout and social advertising extended the same book into reading and promotional contexts.
My Role
Art Direction and Book Design, including promotional design.
Collaborators
ASCD Creative.
The Approach
Insight into ideas.
Ideas into experience.
Develop the Book
Connect the cover with an organized interior reading experience.
Extend the Launch
Adapt the book’s visual identity for social media advertising.
Selected Creative
A closer look
at the work.
The Result
Creative with
a clear purpose.
The work brought together a book cover, interior layout, and social media ads around one editorial idea.