World Book was introducing their new online research tool—World Book Discover—to serve the needs of high school students who have learning challenges.

Prior to World Book Discover, educators were forced to use products that were designed for younger students. They were juvenile materials that often embarrassed teenagers.

World Book needed to communicate that Discover had content and material that was made for high schoolers, and wouldn’t lead to embarrassment.

• Dramatize World Book's understanding that some things just aren't appropriate for high school students
• Appeal to the emotions of educators who know the embarrassment that teenagers fear if they don't “fit in” with their peers
• Reinforce the point that content and appearance are age appropriate and the reading level is learning appropriate
• Develop an icon — the logo on-screen — that quickly signaled that this was an online product