YouScience Brightpath
75% of high school grads feel unprepared. We’re changing that.
Amidst plummeting student engagement and educator burnout, one education tech company has built a beacon of hope. YouScience’s Brightpath is a SaaS platform built on 50+ years of aptitude and brain research, designed to help students uncover their innate strengths, build certifications, and connect with postsecondary programs and employers. Meanwhile, school districts are given the tools to boost attendance, engagement, and graduation rates.
To launch Brightpath, YouScience needed a full-funnel campaign that could spread the word and spark real demand. As creative director and lead designer, I led the creative across the entire campaign — social and digital ads, print, event and pop-up materials, organic social, and a campaign landing page.
The results spoke for themselves: 68.5M impressions, 4.8K MQLs, and 32% YoY growth.
The campaign went on to win Silver at the B2 Awards.
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YouScience
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Product Launch,
Advertising Campaign -
Education Technology (EdTech)
Creative Direction Notes
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Creative Direction Notes ☺
My art direction for the launch involved developing a fresh sub-identity rooted in the YouScience brand. I pulled inspiration from the product name itself (Brightpath) and the campaign’s tagline, A better path.
The direction paired optimistic, full-bleed photography of students — often shown individually — with a path-inspired flexible pattern built from the brand’s existing shapes and angles.
Key headlines, often speaking directly to administrators like superintendents, principals, and school boards, were encircled by these brand shapes with beam-like shadows extending outward for emphasis. This visual system carried the existing brand into a place full of color-popping optimism, extending across the full campaign suite.