According to Lippincott, the creative brief was to 'evolve a nearly-200-year-old brand to showcase its role as a digital-first innovator while staying relevant to audiences who know and love it.' The company wanted a brand that would communicate the breadth of tools educators use today, moving beyond traditional print materials.
HMH now positions itself as an 'adaptive learning company' offering integrated products for various subjects. Lippincott highlights the necessity of adapting to the rapid changes in educational tools to keep pace with modern learning requirements.
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