I storyboarded and illustrated a fully animated marketing video that distilled a complex learning algorithm into a simple marketing message.
Personalized Path is an integrated HMH offering that uses assessment and ongoing curricular feedback to guide students through customized learning pathways. To effectively communicate its value to our core audience, I transformed a complex system of variables, data touchpoints, and feedback cycles into a clear visual narrative that brought the product experience to life and served as a key sales and marketing enablement tool.
I partnered closely with content and product marketing to develop a script that clearly articulated Personalized Path’s unique value proposition, then translated that story into a distinctive visual concept. Working with our multimedia team, I brought the concept to life through motion while collaborating with multiple platform teams to simplify real product interfaces into idealized screens that communicated the right information at the right moment. The result was a focused, engaging story that made a complex learning experience feel intuitive and accessible.
The concept originates in a chaotic classroom, following the Personalized Paths of two students from assessment through their unique curriculum journeys, featuring assessment integrations, key products, and platform features along the way. The end of the video signifies how Personalized Path has partnered with teacher direction to build a more organized, effective, and successful classroom.
Credit (video): Developed in partnership with Thomas Velazquez
This project served as a case study for the brand marketing design team’s collaboration with multimedia and product marketing. Throughout the process, I documented best practices, and at the conclusion of the project I synthesized them into a set of design guidelines for video concepting and storyboarding. The guideline and process refinement was a self-initiated process that stemmed from pain points I observed while collaborating on previous videos. The result is a more seamless process that cuts down on development time by at least 20% while ensuring more effective and impactful outputs.
I also worked with the Personalized Path product marketing team to create a supplemental animated graphic for use in sales presentations and on the HMH website to better visualized and radically simplify the core concept:
The final output was a major improvement on the original direction (bottom left), requiring a deep understanding of the product offering and close collaboration across the curriculum development, marketing, and sales pipeline.
