COMMUNITY AND NOSTALGIA
The challenge was to convey meaning to an undermined legacy brand. The solution needed to be distinguishable and resonate with its 42 million customers while not risking $70 million in user generated revenue. The new design focused strictly on school and nostalgia, while introducing a more contemporary and extensible system.
To increase consumer awareness, a new, distinguishable system of promotional material, icons, buttons, and graphics were introduced. The consistent use of these graphic systems significantly increased click-through.