MAP Reading Fluency Art Direction

Impact

Delivered a high-impact redesign of the MAP Reading Fluency landing page, boosting engagement to 67% and increasing performance by 6.8%.

Role & Responsibilities

Design Director: Marketing Art Direction, Design Systems, Brand Governance, Stakeholder Collaboration, Design Leadership

Brief

MAP Reading Fluency was a strong brand but like MAP Growth, needed a visual language that clearly communicated the act of reading and literacy development. The challenge was to create an identity that connected assessment to the human experience of reading while still aligning with the broader NWEA brand.

Solution

We established a distinct yet connected visual system for MAP Reading Fluency, including its own color palette that complements the enterprise brand. Audio-inspired graphic elements and human-centered imagery emphasized comprehension and expression, helping tell a clearer literacy story across marketing and digital touchpoints.

Inspiration

Inspired by on-screen reading interactions and the teachers and learners who use them, the visuals align to communicate digital literacy and growth.

Visual Language

The visual language combines a MAP Reading Fluency palette connected to NWEA with layered circular forms, voice-inspired ribbons, and expressive student imagery to convey listening, speaking, and real-time reading interaction.

 

Color Palette & Typography

Orange

Orange 50%

Orange 25%

Brick

Brick50%

Brick 25%

Yellow

Yellow 50%

Yellow 25%

Kiwi

Kiwi 50%

Kiwi 25%

Strawberry

Strawberry 50%

Strawberry 25%

Application

I established three tiers of visual expression to ensure the MAP Reading Fluency brand could flex appropriately across contexts. Some moments called for subtle integration, while others required a more prominent brand presence. The following guidelines provide guardrails for brand, product, and sales teams to apply the brand consistently in their own environments.

I managed Amy Meyer as she worked through the MAP Reading Fluency visual language, equipping her with clear standards and direction while reviewing final work. The featured pieces, executed by the team, show how the system carried consistently across digital and supporting touchpoints.

Kristie Werner
Former Director of Product Marketing
HMH/NWEA

“Working with Yoshini on MAP Reading Fluency was a true partnership between product marketing and design. She was instrumental in shaping a distinctive visual language that made the product instantly recognizable while clearly aligned with the broader NWEA brand. Yoshini consistently translated positioning into purposeful, high-impact creative - building a design system that differentiated the product in market, strengthened our storytelling, and elevated our go-to-market efforts.”

TEAM: ART DIRECTOR: Yoshini White  /    SR. DIRECTOR OF BRAND STRATEGY: Kyle Walters-Sheaffer   /   ANIMATOR & SR. GRAPHIC DESIGNER: Amy Meyer   /   VIDEO: Joe Gallagher, Aaron Corpus & Matt Howell   /   GROWTH MARKETING: Megan Akers   /   WEBSITE OPERATIONS: Tiffani LeClair & Taylor Riordan  /    CONTENT: Derrick Vargason, Chris Orcutt, & Monica Rodríguez   /   PROJECT MANAGEMENT: Meighan Holder & Erin Mills  /   ​​​​​​​PR: Simona Beattie /   ​​​​​​​PHOTOGRAPHY: David Johnson & Matt Stanley