01Trait
Tactile
Hands-on
Math-U-See teaches with manipulatives. The product carries that physicality forward in plain language and step-by-step pacing.
Brand & Web/2023–2024
Demme Learning
Brand IdentityInformation ArchitectureDesign SystemPersona ResearchDashboard UXMobile Navigation
Demme Learning · Nov 2023 — Aug 2024
Designing the system, not the skin.
A homeschool publisher behind Math-U-See, extending into schools, charters, and a Digital Toolbox dashboard. We delivered the design system, the four-persona research, the megasite IA, and the dashboard UX. The build paused before launch. The system itself is the deliverable.
ClientDemme LearningYear2023 — 2024ServicesBrand IdentityInformation ArchitectureDesign SystemPersona ResearchDashboard UXMobile Navigation
See yourself in this work
If you publish a trusted curriculum and your roadmap now includes software, this is what building the system before the launch looks like.
Setup · 2023 → 2024
Two markets. One brand. No code-switch.
Math-U-See had spent two decades earning a homeschool following that felt like a small business. The new product surfaces had to keep that warmth and meet a school administrator on the same page.
01
HomeschoolThe base · Tactile, sequential, trusted
Parents teaching their own kids at home. They came for blocks and a step-by-step sequence and stayed because the curriculum respected how children actually learn. The product had to feel like a teacher who shows up, not software that watches.
02
SchoolsThe frontier · SSO, rosters, K-8 sequencing
Charters, districts, and admins evaluating curriculum at the institutional level. They needed SSO, FERPA-aligned reporting, and a procurement story that fit a K-8 math sequence. Anything that read as homeschool-only died in the eval cycle.
The problem
The same product, told two ways, on one IA. That was the brief in a sentence.
One tree. No code-switch.
The information architecture (v4.5) carries the homeschool side, the schools side, the brand-as-portfolio shelf, and the Digital Toolbox login bridge on a single tree. Subjects holds the curriculum lines: Math-U-See, Spelling-U-See, WriteShop, Grammar. Shop holds the commerce path. The Toolbox bridge appears in every navigation state, so a signed-in family and an evaluating administrator both reach their surface from the same header.
The decision was to route both markets through one structure instead of splitting the site. Everything below is that decision rendered: the delivered navigation sheet, then the same header and home rebuilt live against the tokens.
Delivered · Navigation redesign
The nav, reorganized around the new sitemap.
The delivered navigation-redesign sheet: mobile header states, the expanded drawer, and every section opened in turn — Community, Subjects, Shop, About. Less friction to the correct content, one Digital Toolbox login bridge in every state.
Navigation redesign · delivered flow sheet, v51920 × 2068
Live · Megasite home
Live · token-drivenSteppableTwo markets, one IA — rendered live.
The megasite home composed against the system. Hero, the brand-as-portfolio shelf (Math-U-See plus four sibling lines), the homeschool / schools split, and the K through 8 sequence. Every color, type face, and radius reads from the Demme tokens.
demmelearning.comLive
DemmLEARNING
CurriculumDigital ToolsCommunityAboutSupport
ShopAccountMathMath-U-SeeSpellingSpelling You SeeGrammarAnalytical GrammarWritingWriteshop
Building Lifelong Learners
Our award-winning, comprehensive learning tools support educators, parents, and students in schools and homeschools.
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
Digital Toolbox Online Learning
Free access to the first three lessons of each level of the Math-U-See Curriculum, virtual manipulatives, and more!
Sign InLearn More
Digital Toolbox Learning Tools and Resources
Instant access to lessons, digital manipulatives, instructional videos and more.
DemmLEARNINGMath·U·SeeSpellingYouSeeANALYTICAL
GRAMMARWriteShop
GRAMMARWriteShop
Community
Latest News and Updates
The Definitive Homeschool Convention GuideFebruary 21, 2024Read More
Math in Soccer: Analyzing Angles, Trajectories, and GoalsFebruary 21, 2024Read More
Preparing Visual Thinkers for the WorkplaceFebruary 21, 2024Read More
Latest EpisodesSee All
Talking with a Math Teacher about the Parents’ Role in High School Math25 Sep - 4 Oct
Exploring the World of Unit Studies with Learn + Live Letter [Show]25 Sep - 4 Oct
Keeping Your Students Safe Online – Tech Tools and Tips [Show]25 Sep - 4 Oct
Shop Demme LearningShop All
Demme Learning Shop Item$64
No ratingsDemme Learning Shop Item$64
No ratingsDemme Learning Shop Item$64
No ratingsDemme Learning Shop Item$64
No ratingsDemme Learning Shop Item$64
No ratingsDemme Learning Shop Item$64
No ratingsDemme Learning Shop Item$64
No ratingsDemme Learning Shop Item$64
No ratingsShop All
Let’s learn together.
Engage, Educate, Empower.
Learn More AboutLearning together, learning for a lifetime.
Children thrive when learning alongside engaged parents, teachers, and family members—whether leading or supporting their education. Together, we foster lifelong learners.
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
FeatureLorem ipsum dolor sit amet
Demme Learning is a family-owned publisher from Lancaster, PA.
Innovative learning solutions for homeschoolers, parents, and small groups since 1990.
Learn About UsToken scopebrand:demmeMarketing · live
Delivered · Megasite comps
The delivered artboards, as handed off.
The final comps from the delivery set. The full homepage scrolls inside its frame — forest hero, brand-as-portfolio shelf, the dark Digital Toolbox band, community, shop, and the Engage / Educate / Empower close. Alongside it, the mega-menu header, the desktop footer, and the mobile composition.
demmelearning.com
Homepage · full artboard, scroll to read1920 × 7339
demmelearning.com/subjects
Header · mega-menu open, Math-U-See in focus1920 × 1212
demmelearning.com
Footer · family of products + newsletter1920 × 622
Mobile composition · scroll to read2205 × 2905
Live · Megasite header
Live · token-drivenOne header, two states.
The delivered header rebuilt against the tokens: the marketing state with the Subjects mega-menu, and the authenticated state that carries the Digital Toolbox chrome. Same component, two contexts.
Demme Learning / Megasite header · 2 statesLive
Marketing · demmelearning.com
DemmLEARNING
SubjectsCommunitySupport
ShopDigital ToolboxDemme Learning OnlineMathMath-U-SeeSpellingSpelling You SeeGrammarAnalytical GrammarWritingWriteshop
Digital ToolboxDemme Online Learning
Award-winning. Complete and comprehensive.
Learning tools educators, parents, and students in schools and homeschools.
Full Math-U-See CurriculumDemme Learning OnlineFull Math-U-See CurriculumDemme Learning OnlineFull Math-U-See CurriculumFirst Three LessonsFull Math-U-See CurriculumDemme Learning Online
Student Placement
Students should start at their individual level of mastery. Find the proper placement for your student.
Individual PlacementClassroom Placement
ShopMath-U-See
Primer Universal Set$156.00Alpha Universal Set$105.60Beta Universal Set$182.00
Shop All
Authenticated · toolbox.demmelearning.com/lessons
DemmLEARNING
SubjectsCommunitySupport
ShopDigital ToolboxSigned inToken scopebrand:demmeSpecimen panel
From the brand book · Audience
Four people, one system.
The persona research shaped every IA, account, and dashboard decision. The two below are the poles the system had to hold at once: a parent teaching at the kitchen table and an administrator running a procurement cycle. The full four-persona base, including the co-op leader and the student, lives in the brand book.
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.
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.
Open in the brand book →Demme Learning · Audience
Design the system, not the skin.
Engagement principle · 2023
Design System
A four-bucket palette layered over a semantic system.
Demme is a curriculum publisher first, a software company second. The system had to hold both surfaces. We built four named brand colors (blue, demme-green, demme-orange, violet) and a DaisyUI-style semantic layer (primary, secondary, accent, neutral, status, with focus + content pairs), so product UI could lean on tokens while marketing could lean on the brand bucket directly.
4Customer Personas
9 mo.Engagement
2024Design System (Beta)
17Figma Pages
01Color System
Color Palette
blue-200 — lighter
Hex#BFDBFE
RGB191 · 219 · 254
HSL213° · 97% · 87%
CMYK25 · 14 · 0 · 0
■ 14.8:1□ 1.4:1
blue-300 — light
Hex#93C5FD
RGB147 · 197 · 253
HSL212° · 96% · 78%
CMYK42 · 22 · 0 · 1
■ 11.6:1□ 1.8:1
blue-400 — bright
Hex#60A5FA
RGB96 · 165 · 250
HSL213° · 94% · 68%
CMYK62 · 34 · 0 · 2
■ 8.3:1□ 2.5:1
blue-500 — primary default
Hex#3B82F6
RGB59 · 130 · 246
HSL217° · 91% · 60%
CMYK76 · 47 · 0 · 4
■ 5.7:1□ 3.7:1
blue-800 — primary focus / dark
Hex#1E40AF
RGB30 · 64 · 175
HSL226° · 71% · 40%
CMYK83 · 63 · 0 · 31
■ 2.4:1□ 8.7:1
demme-green-200 — light
Hex#B1E9CE
RGB177 · 233 · 206
HSL151° · 56% · 80%
CMYK24 · 0 · 12 · 9
■ 15.4:1□ 1.4:1
demme-green-400 — secondary default
Hex#44BB8D
RGB68 · 187 · 141
HSL157° · 47% · 50%
CMYK64 · 0 · 25 · 27
■ 8.7:1□ 2.4:1
demme-green-700 — secondary focus / dark
Hex#19825F
RGB25 · 130 · 95
HSL160° · 68% · 30%
CMYK81 · 0 · 27 · 49
■ 4.4:1□ 4.8:1
demme-green-800 — deepest
Hex#125340
RGB18 · 83 · 64
HSL162° · 64% · 20%
CMYK78 · 0 · 23 · 67
■ 2.3:1□ 9.0:1
demme-orange-100 — lightest
Hex#FFEDD5
RGB255 · 237 · 213
HSL34° · 100% · 92%
CMYK0 · 7 · 16 · 0
■ 18.3:1□ 1.1:1
demme-orange-200
Hex#F3CEBF
RGB243 · 206 · 191
HSL17° · 68% · 85%
CMYK0 · 15 · 21 · 5
■ 14.4:1□ 1.5:1
demme-orange-300
Hex#EAAF90
RGB234 · 175 · 144
HSL21° · 68% · 74%
CMYK0 · 25 · 38 · 8
■ 11.0:1□ 1.9:1
demme-orange-400
Hex#E19060
RGB225 · 144 · 96
HSL22° · 68% · 63%
CMYK0 · 36 · 57 · 12
■ 8.4:1□ 2.5:1
demme-orange-500
Hex#DA7F3E
RGB218 · 127 · 62
HSL25° · 68% · 55%
CMYK0 · 42 · 72 · 15
■ 7.1:1□ 3.0:1
demme-orange-600 — accent default
Hex#F76500
RGB247 · 101 · 0
HSL25° · 100% · 48%
CMYK0 · 59 · 100 · 3
■ 6.8:1□ 3.1:1
demme-orange-700
Hex#C95502
RGB201 · 85 · 2
HSL25° · 98% · 40%
CMYK0 · 58 · 99 · 21
■ 4.8:1□ 4.4:1
demme-orange-800 — accent focus / dark
Hex#A12D0B
RGB161 · 45 · 11
HSL14° · 87% · 34%
CMYK0 · 72 · 93 · 37
■ 2.9:1□ 7.3:1
demme-orange-900 — deepest
Hex#82280C
RGB130 · 40 · 12
HSL14° · 83% · 28%
CMYK0 · 69 · 91 · 49
■ 2.3:1□ 9.3:1
violet-300 — light
Hex#C4B5FD
RGB196 · 181 · 253
HSL252° · 95% · 85%
CMYK23 · 28 · 0 · 1
■ 11.4:1□ 1.8:1
violet-500 — default
Hex#8B5CF6
RGB139 · 92 · 246
HSL258° · 90% · 66%
CMYK43 · 63 · 0 · 4
■ 5.0:1□ 4.2:1
violet-900 — dark
Hex#4C1D95
RGB76 · 29 · 149
HSL264° · 67% · 35%
CMYK49 · 81 · 0 · 42
■ 1.9:1□ 11.0:1
gray-50 — lightest surface, neutral-content
Hex#F9FAFB
RGB249 · 250 · 251
HSL210° · 20% · 98%
CMYK1 · 0 · 0 · 2
■ 20.1:1□ 1.0:1
gray-100 — base-100
Hex#F3F4F6
RGB243 · 244 · 246
HSL220° · 14% · 96%
CMYK1 · 1 · 0 · 4
■ 19.1:1□ 1.1:1
gray-200 — base-200
Hex#E5E7EB
RGB229 · 231 · 235
HSL220° · 13% · 91%
CMYK3 · 2 · 0 · 8
■ 17.0:1□ 1.2:1
gray-300 — base-300
Hex#D1D5DB
RGB209 · 213 · 219
HSL216° · 12% · 84%
CMYK5 · 3 · 0 · 14
■ 14.3:1□ 1.5:1
gray-700 — neutral-focus
Hex#374151
RGB55 · 65 · 81
HSL217° · 19% · 27%
CMYK32 · 20 · 0 · 68
■ 2.0:1□ 10.3:1
gray-800 — neutral / base-content
Hex#1F2937
RGB31 · 41 · 55
HSL215° · 28% · 17%
CMYK44 · 25 · 0 · 78
■ 1.4:1□ 14.7:1
near-black — content / dark-9
Hex#111213
RGB17 · 18 · 19
HSL210° · 6% · 7%
CMYK11 · 5 · 0 · 93
■ 1.1:1□ 18.8:1
cyan-500 — info
Hex#06B6D4
RGB6 · 182 · 212
HSL189° · 94% · 43%
CMYK97 · 14 · 0 · 17
■ 8.6:1□ 2.4:1
cyan-900
Hex#164E63
RGB22 · 78 · 99
HSL196° · 64% · 24%
CMYK78 · 21 · 0 · 61
■ 2.3:1□ 9.1:1
green-400 — success
Hex#4ADE80
RGB74 · 222 · 128
HSL142° · 69% · 58%
CMYK67 · 0 · 42 · 13
■ 12.1:1□ 1.7:1
green-900
Hex#14532D
RGB20 · 83 · 45
HSL144° · 61% · 20%
CMYK76 · 0 · 46 · 67
■ 2.3:1□ 9.1:1
yellow-500 — warning
Hex#EAB308
RGB234 · 179 · 8
HSL45° · 93% · 47%
CMYK0 · 24 · 97 · 8
■ 11.0:1□ 1.9:1
yellow-900
Hex#713F12
RGB113 · 63 · 18
HSL28° · 73% · 26%
CMYK0 · 44 · 84 · 56
■ 2.4:1□ 8.7:1
red-400 — danger
Hex#F87171
RGB248 · 113 · 113
HSL0° · 91% · 71%
CMYK0 · 54 · 54 · 3
■ 7.6:1□ 2.8:1
red-900
Hex#7F1D1D
RGB127 · 29 · 29
HSL0° · 63% · 31%
CMYK0 · 77 · 77 · 50
■ 2.1:1□ 10.0:1
white
Hex#FFFFFF
RGB255 · 255 · 255
HSL0° · 0% · 100%
CMYK0 · 0 · 0 · 0
■ 21.0:1□ 1.0:1
black
Hex#000000
RGB0 · 0 · 0
HSL0° · 0% · 0%
CMYK0 · 0 · 0 · 100
■ 1.0:1□ 21.0:1
Contrast Pairings
How the palette colors perform together — text on surface combinations ranked by contrast ratio.
Aa
white
on black21.0:1 ✓
Aa
black
on white21.0:1 ✓
Aa
gray-50 — lightest surface, neutral-content
on black20.1:1 ✓
Aa
black
on gray-50 — lightest surface, neutral-content20.1:1 ✓
Aa
gray-100 — base-100
on black19.1:1 ✓
Aa
black
on gray-100 — base-10019.1:1 ✓
Aa
near-black — content / dark-9
on white18.8:1 ✓
Aa
white
on near-black — content / dark-918.8:1 ✓
Aa
demme-orange-100 — lightest
on black18.3:1 ✓
Aa
black
on demme-orange-100 — lightest18.3:1 ✓
Aa
gray-50 — lightest surface, neutral-content
on near-black — content / dark-917.9:1 ✓
Aa
near-black — content / dark-9
on gray-50 — lightest surface, neutral-content17.9:1 ✓
02Typography
Type System
Inter
primary
primary
Inter — primary face for UI, body, and headings
Bree Serif
display
display
Bree Serif — display alt for editorial-feel headings
04Brand Language
4.1
Foundation
The brand’s first principles — what it believes before it speaks.
Descriptor
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.
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.
4.2/ from the founding belief
Values
The operating system. What the brand commits to, every time.
01
Mastery
Math is learned in sequence. Skip a step and the next one wobbles. The product respects that order.
02
Respect
Parents are the experts on their kids. The system supports that authority instead of overruling it.
03
Continuity
A family that started Math-U-See in second grade should still feel at home in eighth. The brand has to carry across the arc.
04
Welcome
A school administrator should land on the same brand and feel met, not redirected.
4.3/ from those values
Character (Brand Personality)
Five traits that turn values into behavior.
02Trait
Warm
Familial
Twenty years of homeschool trust did not come from corporate polish. The voice still reads like a teacher who knows your kid by name.
03Trait
Sequential
Patient
No leapfrogging. Every screen earns the next screen. The IA reflects that pacing.
04Trait
Welcoming
Inclusive
Homeschoolers and admins reach the same shelf. The brand treats both like the actual customer they are.
4.4/ from those traits
Brand Pillars (Messaging)
The three things this brand always says — the messages every piece of work ladders back to.
01Pillar
A trusted sequence, not a feed.
The product promise
Math-U-See works because the lessons stack. The Digital Toolbox carries that same logic into software. Every screen is a step. Every step earns the next.
02Pillar
One brand, two welcomes.
The market promise
A homeschool parent and a school administrator land on the same brand and both feel met. No marketing site for one and a procurement portal for the other. One door, two paths inside.
03Pillar
Curriculum first, software second.
The voice promise
Demme is a publisher with a portal, not an LMS with a brand attached. The voice keeps that order. Tools serve the lesson. The lesson never serves the tools.
4.5/ from all of the above
Voice
How the brand sounds out loud — the tone every word inherits.
Warm/Direct/Trusted
01From: Respect
Speak like a teacher who respects parents as the actual experts on their kids.
02From: Tactile
Math-U-See is tactile and sequential. The voice should feel the same way: concrete, step-by-step, never academic.
03From: Welcome
Honor the homeschool base while making schools feel welcome. Never code-switch into corporate.
04From: Sequential
No leapfrogging. Every sentence earns the next.
Do
Ten Steps to a Federal Job is a sequence. Teach the sequence.
Don’t
Unlock the proven framework that helps families succeed.
Do
Math-U-See has worked for thirty years because it teaches the way children learn.
Don’t
Math-U-See leverages a research-backed pedagogy to drive student outcomes.
Delivered · Color system
The color sheet, as documented.
The delivered color-system artboard: the semantic row (primary / secondary / accent / base / status), the four app buckets with their light and dark steps, and the per-context recipes for orange, green, and blue surfaces. This sheet is the source the code tokens at tokens/brands/demme were captured from.
Color system · delivered artboard, scroll to read1397 × 3356
Digital Toolbox
A LearnDash-backed lesson surface for parents, instructors, and students, sharing one account architecture.
The Digital Toolbox sits at the center of the engagement. Parents, instructors, and students log into the same product surface, with role-aware navigation and a lesson-shaped content model that respects how Math-U-See families already work.
The dashboard is built around three patterns: a primary lesson workspace, a portfolio of progress signals, and a secondary nav for switching between courses, students, and accounts. Every component is mapped to a token in the system, so when the team eventually returns to the build, the surface is theme-able from a single semantic layer.
Live · Dashboard chrome
Live · token-drivenSteppableThe shell every role shares.
The Digital Toolbox app shell: subject rail, lesson breadcrumb, search, and account surface. Parents, instructors, and students all live inside this chrome — only the affordances change.
toolbox.demmelearning.comLive
Token scopebrand:demmeApp shell · live
Live · Account switcher
Live · token-drivenFour lenses, one login.
The account architecture made visible: home leader, community leader, administrator, and student switch lenses without switching products. This pattern is the answer to the fragmented-logins problem that started the engagement.
Demme Learning / Account switcher · 4 rolesLive
Resting
Open
Token scopebrand:demmeSpecimen panel
Live · Lesson 5
Centerpiece artifactLive · token-drivenSteppableLesson 5: Polynomial Long Division.
The Lesson 5 surface rebuilt against the system, faithful to the delivered comp: the Digital Toolbox rail with the subject tree, the orange-bordered Instructor Help card with its shaded Lesson Solutions panel, the Objectives / Why two-up with listen-along audio, and the Warm Up with See It Solved. Orange marks instructor-only affordances everywhere it appears.
toolbox.demmelearning.com/lessons/5Live
Search Lessons⌘ F
Algebra 2 Navigational Stakeholder Review›lesson 5: Polynomial Long Division (Combined XYZ)
Lesson 5: Polynomial Long Division
Instructor Help
When signed on as an instructor, you will see orange buttons and shaded areas visible only to you.
The orange buttons indicate items to print or Solutions.
Lesson Solutions
The orange buttons indicate items to print or Solutions.
The orange-shaded areas include Notes and other important information for instructors, including:
- Directions for helping determine student understanding
- Suggestions for students that need more help or practice
- Tips to help unstick students when they are stuck
- Optional Q&As to encourage deeper critical thinking
ObjectivesLearning Goals
Simplify expressions by dividing a polynomial by a monomial.
Use long division to divide polynomials.
Write the remainder of a polynomial expression as a rational expression.
Why?Learning Methods
Polynomial long division is useful when a polynomial needs to be broken down into smaller parts. It is also used in some forms of computer programming, such as error-control coding and cyclic redundancy check (CRC) methods.
Warm Up
The Warm Up activates prior knowledge that is related and important to your understanding of the lesson. It is a great way to prepare your mind for what you are about to learn.
Complete the Warm Up in your Lesson Pages. If necessary, See it Solved to check your work.
See It Solved
Instructor Notification
Notification that sits outside a card container
Token scopebrand:demmeWorkspace · live
Delivered · Lesson 5 comp
The artboard the rebuild answers to.
The delivered Lesson 5 comp from the report set: Instructor Help with the orange-shaded solution affordances, Objectives and Why panels with listen-along audio, and the Warm Up with See It Solved. Scroll the artboard; the live rebuild above stays faithful to it.
toolbox.demmelearning.com/lessons/5
Lesson 5 · delivered comp, scroll to read1440 × 2033
Live · Mobile top bar
Live · token-drivenSix iterations, one working frame.
Top-bar 0 through 5 rebuilt as live React components against the Demme tokens. Each iteration trades chrome for clarity. Top-bar 3 is the smallest amount of chrome that still holds three roles, two markets, and one brand — the working frame the team tested against.
Demme Learning / Mobile top bar · 6 iterationsLive
Learn NowSupportShop
390 × 844
00
State 0 · Resting
Bar closed. Hamburger / search / Demmo wordmark / Login pill, with three quick-access pills below.
Learn NowSupportShop
390 × 844
01
State 1 · Menu open
Menu reveals five top-level destinations and the Digital Toolbox login card.
Learn NowSupportShop
390 × 844
02
State 2 · Community
Community expanded: Blog, Podcast, Events. Vertical guide ties the children to their parent.
Learn NowSupportShop
390 × 844
03
State 3 · SubjectsWorking frame
Subjects expanded: Math-U-See, Spelling-U-See, WriteShop, Grammar. The working frame for the engagement.
Learn NowSupportShop
390 × 844
04
State 4 · Products
Products expanded: Books, Manipulatives, Kits, Downloads. The shop side of the IA.
Learn NowSupportShop
390 × 844
05
State 5 · About Us
About Us expanded: History, Philosophy, Culture, Careers. The publisher story.
Token scopebrand:demmeSpecimen panel
See yourself in this work
If your product roadmap is outgrowing your brand, the system is the deliverable that outlasts the launch schedule.
Before
A trusted curriculum brand with a growing software roadmap, four account types, and no design system to hold them. Every new surface asked the homeschool base and the school buyer to visit different products.
After
One brand foundation, one IA, and a token-based design system documented in Figma and mirrored as code. When the build resumes, every screen is already themed, mapped, and testable against the four personas.
Brand stage
RebrandEstablished
Engagement
Identity system
Vertical
Education
Scope
Multi channel
Duration
9 months
Work like this
Live brand book
The Demme Learning system is live and navigable.
Tokens, voice, components, and patterns rendered from the source on disk. The same record powers this engagement, the product, and the agents on stack.