Project Lead the Way


Reinventing the classroom experience and providing hands on learning that builds confidence.











Project Lead the Way

Design Directon

Project Lead the Way is a nonprofit organization focused on empowering
K-12 students. By transforming the teaching experience, they create engaging classroom environments that not only prepare students for real-world applications, but also makes them excited about learning. Their overall mission? Empowering students to thrive in an evolving world.




Concept Development



The initial approach to the campaign had a cleaner esthetic, focusing on objects found around a classroom that a child would either create or interact with. As the idea grew, the approach to the visuals took a more literal turn by playing off of a child's imagination and making concepts or "simple playtime" into a reality.


Concept V1.0


Overtime, the language also changed to more "student focus" and quotations were added to encapsulate what they themselves could be thinking.


Concept V2.0




Photography Style




The photography style of the campaign is centered around a look of wonder,  excitement, confidence and an overall sense of curiosity. Also, since the PLTW brand is focused on STEM programs, the cast of students needed to be a diverse group representing grades kindergarten to high school. 




Pulling it together




The marriage between illustration and photography is what made the visual behind the campaign powerful and captivating.