McGraw Hill

Florida Science Adoption Campaign

McGraw Hill is a global leader in education, providing curriculum and learning solutions that support students, educators, and institutions in achieving better outcomes. With a long-standing presence in K–12 education, their work is rooted in delivering high-quality, research-backed content that drives meaningful learning experiences.

As McGraw Hill prepared to compete for Florida’s K–12 science curriculum adoption, the opportunity was not just to present the final products and solutions, but to clearly articulate the curriculum’s value in a way that would resonate with a wide range of stakeholders, from educators to decision-makers at the district and state level.

Services Provided
  • Branding
  • Marketing
  • Copywriting & Messaging
  • Sales Strategy
  • Branded Campaign Strategy
  • Collateral & Branded Materials
  • Logo Design
  • Positioning Strategy
  • Campaign Strategy & Concepts
  • Print Advertising

Campaign Strategy & Concept Development

With a newly developed visual direction already established by McGraw Hill’s internal team, our focus was on bringing the campaign to life through a cohesive go-to-market strategy that could differentiate their offering and support the sales process. Origo partnered with McGraw Hill to develop a strategic campaign platform grounded in clarity, flexibility, and impact.

Through multiple conceptual directions, the team explored distinct ways to position the curriculum—defining messaging, tone, and storytelling approaches that aligned with the needs and priorities of Florida’s education landscape. Each concept established a full campaign system that connected visual identity with positioning, voice, and narrative. The goal was to ensure that every element—from high-level messaging to executional details—worked together to communicate the program’s value in a compelling and cohesive way.

Testing & Execution

To refine and validate the approach, Origo supported the development of a structured testing process—equipping McGraw Hill with tools to gather feedback from internal leadership, sales teams, and external stakeholders. These insights helped inform decision-making and strengthen alignment across audiences.

Building on the selected direction, Origo translated the campaign into tangible sales tools designed to engage and inform. A curated curriculum kit brought the program to life, showcasing its components and teacher support resources in a way that made the experience both accessible and impactful for prospective districts.

Storytelling Through Animation

To further elevate the story, Origo developed an animated promotional video, combining custom visuals and sound to create a dynamic, high-energy narrative. Designed to support presentations and conversations, the piece helps capture attention while reinforcing the core value of the curriculum.

Results

Together, the work created a cohesive campaign ecosystem—equipping McGraw Hill with the strategy, messaging, and tools needed to successfully win the Florida Science Curriculum adoption process. This result was realized through clear and compelling storytelling that not only communicated what the curriculum is, but how it can truly enhance results in classrooms across the state by providing a diverse set of approaches for how different students can learn and engage with science.

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