Back to School

Unilever Back to School Program

Art Direction•Key Visual Development•Retail Tool Design

Creative Direction: Jacqueline McCabe•Copywriting: Scott Bish

Unilever wanted to speak to parents preparing for back-to-school in a way that felt optimistic but still relevant to the challenges faced during such a hectic season. We developed a system of parent-friendly ABCs—complete with its own visual language and alphabet of tips and tricks—to position Unilever as the solution to any and all back-to-school woes.