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Takeoff by IXL
Takeoff by IXL is a playful, engaging sub-brand within the IXL family designed to support students with printable workbooks across various subjects. As the lead designer, I helped develop the visual identity and system for Takeoff’s workbook covers, interiors, and supporting collateral — ensuring visual appeal, grade-level appropriateness, and production efficiency.
Background & Challenge
IXL Learning recognized a need to bring a fresh, yet coherent brand to its K-5 core math offering that could stand out in the market while still leveraging IXL’s trust and ecosystem. The challenge:
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Develop a brand identity that expresses differentiation, personalization, and continuity of learning.
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Build a design system that supports both physical (student workbooks) and digital (online platform) formats.
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Ensure the brand can scale across grades, differentiate by subject/level, and align with IXL’s parent-brand architecture.
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Create a cover and interior system scalable across dozens of SKUs, grades, and subjects.
Strategic Approach
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Brand Positioning: “Learning takes flight” — taking the idea of students rising, progressing, and discovering.
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Visual Identity: Created a visual system where the origami bird motif becomes a signature symbol of growth and differentiation. This metaphor supports the brand story of continuous progress.
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System Architecture: Built a flexible design architecture: color-coding by grade/subject, typography, and layout rules adaptable across formats, consistent visual rhythm linking to IXL’s overall design system.
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Platform & Experience: The curriculum is delivered via an integrated digital platform (“one seamless solution”) that includes lesson plans, adaptive online skills, analytics, and workbook print-on-demand. The branding needed to work across teacher dashboards, student interfaces, printed materials, and marketing touchpoints.
