My client wanted to create a new model of math education called Math Junkies that countered the typical math textbooks and teaching methods. The approach should harness technology, simplicity, entertainment, humanitarianism, and real world examples for a more interesting and effective math education. The target audience is from elementary school straight through to college. I took on the responsibilities of identity design, web design, front-end web development, and web direction.

Our goal was to create a striking, accessible logo. We decided on a mascot to characterize brand ideals. I researched a variety of illustration styles and sketched several ideas, then iterated my illustrations until the character was expressive and appealing to the broad target audience. I tested a variety of typefaces and hand-drawn lettering ideas, eventually customizing OogieBoogie. Throughout the logo I used numbers to visually associate with math.


I then started to design the web site that needed to be simple, sleek, and widely accessible. I designed and iterated site flow diagrams until the structure and flow were in order.


The next step was to create page wireframes to determine the ideal layout considering hierarchy, alignment and spacing. Since most users are visiting the site for immediate help on a specific subject, the search and browse functionality was a high priority.


For the visual design of the site, I researched several other websites and created a mood board for reference.


The final page designs aimed to be simple, sleek, and inviting. Green fit with the monster archetype of the logo and is proven to be a soothing color while students view materials for extended periods of time. I've completed the front-end coding for these designs and have now shifted to a consulting web director role at the company. The back-end programming has been outsourced to a team in India and I am managing them on a regular basis. The site will be launching in the 2nd half of 2009, but development progress can be seen at MathJunkies.com/mathjunkies.



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