Live brand bookv0.9.0-betaUpdated 2024-08-31Est. 1990Warm · Direct · Trusted

Demme LearningBrand book

Demme Learning helps families and schools teach math, language arts, and science with curriculum that meets students where they are. The Digital Toolbox extends those products into a connected portal for parents, instructors, and students

Homeschool curriculum publisher. Math-U-See. Spelling You See. Building Faith Families.

Founding belief

Math is learned in sequence. Skip a step and the next one wobbles. The product respects that order.

Practice

Curriculum first, software second.

Platform register

Designing the system, not the skin.

Design system→Figma→

Machine-readablespec.json spec.md tokens.css

01 / Color

Color tokens

Click a swatch to copy its hex value.

02 / Typography

Type system

Inter · primary

Federal service is the highest form of work.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Usage

Inter — primary face for UI, body, and headings

Stack

'Inter', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif

Bree Serif · display

Federal service is the highest form of work.

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

Usage

Bree Serif — display alt for editorial-feel headings

Stack

'Bree Serif', Georgia, 'Times New Roman', serif

04 / Voice

Voice and values

Personality

Warm · Direct · Trusted

Tone

Warm, Direct, Trusted

Primary audience

Four customer types. Two markets. One IA. Demme serves the homeschool home leader, the homeschool community leader, the education administrator, and the young learner — on a single account architecture without code-switching.

00 / Foundation

What we stand on

Position: A homeschool curriculum publisher building software around the products families already trust.
Founding belief: Math is learned in sequence. Skip a step and the next one wobbles. The product respects that order.
Mission: Help families and schools teach math, language arts, and science with curriculum that respects how children actually learn.
Tagline: Curriculum first, software second.
Homepage line: Designing the system, not the skin.
Descriptor: Homeschool curriculum publisher. Math-U-See. Spelling You See. Building Faith Families.
Value proposition: Demme Learning helps families and schools teach math, language arts, and science with curriculum that meets students where they are. The Digital Toolbox extends those products into a connected portal for parents, instructors, and students.
Origin: Founded by Steve Demme around the Math-U-See manipulative-based math curriculum. Two decades of homeschool trust earned the slow way: building blocks, video lessons, and a teaching method that respects how children actually learn. The Digital Toolbox is the bridge into the next era.

01 / Audience

The people we serve

Homeschool Home Leader

Parent and daily teacher

A parent at home running curriculum across one or two grade levels. Found Math-U-See because it is tactile, sequential, and works for kids who froze on traditional math. Wants the digital toolbox to support that rhythm, not replace it.

Needs

· Lesson clarity
· Progress at a glance
· Light-weight admin

Avoids

· Heavy onboarding
· School-style dashboards
· Anything that feels like surveillance

Homeschool Community Leader

Co-op and pod organizer

Runs a co-op or learning pod. Teaches multiple families' children at once, often across grade levels. Cares about scaling the same Math-U-See experience across students without becoming an LMS administrator.

Needs

· Multi-student views
· Shared lesson notes
· Lightweight reporting

Avoids

· Per-seat pricing friction
· Permissions that block a parent
· Mandatory school taxonomy

Education Administrator

School, charter, or district decision-maker

Evaluates curriculum at the institutional level. Needs SSO, FERPA-aligned data handling, classroom-shaped reporting, and a path to roll Math-U-See into existing K-8 math sequencing without a full vendor procurement cycle.

Needs

· SSO and roster sync
· Compliance-ready reporting
· Pilot-then-scale pricing

Avoids

· Homeschool-only positioning
· Anything that reads as consumer software
· Surprise per-student fees

Young Learner

Student, K-8

The student. Touches the Digital Toolbox surface most often. Cares about whether the lesson feels doable and whether progress feels real. The dashboard had to read warm, not corporate, without being childish.

Needs

· Clear next step
· Visible progress
· A reason to come back tomorrow

Avoids

· Grades-as-judgment UI
· Cluttered nav
· Any moment that feels like a test

03 / Voice in surfaces

What lands. What misses.

Surface-keyed do/don't pairs. Agents authoring on-brand copy declare a surface and read these as guardrails.

surface · hero

Hero copy must feel like a teacher introducing the day's lesson. Concrete, warm, never marketing-shaped.

Math, taught the way it makes sense.
Curriculum first, software second.
A digital toolbox for the families who already trust Math-U-See.

Don't

Empowering homeschool families to achieve learning excellence.
The future of homeschool education, today.
Transforming how children learn math.

surface · cta

CTAs are verbs the parent or admin can actually do. No 'discover' or 'unlock.'

Open the lesson
See the next step
Try the Toolbox
Talk to our team

Don't

Get started today
Discover Math-U-See
Unlock your child's potential

surface · newsletter

Parent-facing newsletter intros lead with the practical, not the inspirational.

A new lesson surface launches this week. Here is what changed and how to find it.
Three small additions to the Toolbox this month, each requested by parents in the last conversation cycle.
Spelling You See now ships with audio support. Same voice, same lessons, optional ear.

Don't

We are excited to share our latest updates with our amazing community!
Big things are happening at Demme Learning this month.
Did you know Math-U-See has been transforming education for over thirty years?

surface · press_quote

Pull-quote lines stand alone, hold weight, and read as a thesis.

Designing the system, not the skin.
Math-U-See works because the lessons stack.
Curriculum first, software second.
A trusted sequence, not a feed.

Don't

Demme Learning is a leader in homeschool curriculum.
Our innovative approach helps families learn together.

05 / Prompt kit

Live prompts

Each prompt below is callable by id. Fill in the variables, hit run, and Claude will author copy using this brand book as canonical voice. The same spec at spec.md is what every external agent reads.

newsletter-introDraft a parent-facing announcement

surfaces: `newsletter`, `email_body`

month

Write a 60-90 word intro for the Demme Learning parent newsletter for {month}. Lead with one practical update or change in the curriculum or the Digital Toolbox. Voice: warm, direct, trusted. No 'we are excited.' No corporate language. End with one sentence on what's in the rest of the issue.

about-blurbWrite a 40-word about blurb

surfaces: `bio_short`

context

Write a 40-word about blurb for Demme Learning tailored for {context} (e.g. partner directory, conference speaker bio, podcast intro). Mention Math-U-See, the homeschool base, and the new digital surface. Voice: warm, direct, trusted.

project-announceAnnounce a new lesson surface

surfaces: `newsletter`, `announcement`

feature

Announce a new {feature} surface in the Digital Toolbox in 60-80 words. Lead with what the parent or student now sees on screen. End with where to find it in the Toolbox. No marketing wrapper.

school-pitchWrite a school-admin pitch line

surfaces: `press_quote`, `subhead`

Write a 2-sentence pitch line for a school administrator evaluating Math-U-See for K-8 procurement. Reference SSO, classroom reporting, or the K-8 math sequence. Voice that respects institutional procurement language but stays plainspoken. No homeschool-only framing.

06 / Sub-brands

The portfolio

Curriculum Brand

Math-U-See

The original Demme curriculum. Manipulative-based math taught in sequence. The foundation of the homeschool trust the brand has earned over two decades. The Digital Toolbox is built around Math-U-See lessons first.

Curriculum Brand

Spelling You See

Demme's language arts curriculum. Same teaching philosophy as Math-U-See: concrete, sequential, lesson-by-lesson. Extends the brand into language arts without diluting it.

Product Surface

Digital Toolbox

The LearnDash-backed lesson surface for parents, instructors, and students. One account architecture, role-aware navigation, lesson-shaped content model. Lesson 5 (the working frame) shows the dashboard pattern.

08 / Spec

This is the canon

Brand book version 0.9.0-beta, last updated 2024-08-31. Machine-readable spec for agents and developers:

spec.json · structured, full
spec.md · prose-fluent, agent-optimized