Literacy Rich Neighborhood Initiative

It's Easy as ABC

Logo for literacy campaign. Literacy Rich Initiative Brand by J2
Services
  • Brand Strategy
  • Brand Identity
  • Brand Activation
  • Branded Environment
  • Campaign
  • Website
Industry
  • Arts & Culture
  • Education
  • Social Impact

An Immersive Celebration of Learning

As part of the Literacy Rich Neighborhood Initiative in Fairhill-Hartranft, we had the opportunity to create something that would transform the community through the power of play and literacy. Our goal was to create an interactive experience that would not only engage residents, but also celebrate the unique culture, history, and voices of the neighborhood. Through collaboration with local partners and the involvement of over 26 local artists, we developed a brand, multi-media installation, and campaign that invites curiosity, connection, and joy that connects families to the importance of literacy.

Image of boy with brand collateral. Literacy Rich Initiative brand by J2.

Letters Around Every Corner

An interactive alphabet was strategically scattered throughout the neighborhood, transforming everyday spaces into opportunities for discovery. Designed by J2 and fabricated by Tiny WPA, these bold letters reflect the community’s culture and history, sparking curiosity in children and offering moments of reflection for adults.

Brand experiential installation of Alphabet. Literacy Rich Initiative brand by J2.
Brand experiential installation of Alphabet with 2 kids. Literacy Rich Initiative brand by J2.
Brand experiential installation of Alphabet using QR code. Literacy Rich Initiative brand by J2.

Connecting the Dots

Each neighborhood letter featured a QR code linking to a website with prompts and activities, storytelling ideas, word games, and challenges that encouraged further exploration. This blend of physical and digital elements created a vibrant celebration of creativity, literacy, and community connection.

Mobile website for literacy initiative. Literacy Rich Initiative brand by J2.

We invited 26 local artists to find neighborhood inspiration from a letter in the alphabet. This artwork became a cornerstone of the campaign and connected our message of literacy directly back to the people it served.

Teen boy reading brand look book. Literacy Rich Initiative brand by J2.
Teen boy reading brand look book and playing with cards. Literacy Rich Initiative brand by J2.

Finding Literacy Through Fun

We designed a scavenger hunt Look Book that invited all to explore the neighborhood in search of the yellow letters. Packed with activities and prompts, the book guided participants on a letter-finding journey that unlocked stories along the way.

Boy and girl thinking and reading brand look book. Literacy Rich Initiative brand by J2.
Teen boy interacting with brand look book stickers. Literacy Rich Initiative brand by J2.
Young boy reading brand look book. Literacy Rich Initiative brand by J2.
Teen boy interacting with brand look book stickers. Literacy Rich Initiative brand by J2.
Teen boy interacting with brand look book stickers. Literacy Rich Initiative brand by J2.
Boy and girl interacting with and pointing at mural. Literacy Rich Initiative brand by J2.

M is for Murals

We worked with Philadelphia-based artist Kyle Confher to create two “I Spy” murals that spark conversation and fun around reading. Loaded with neighborhood easter eggs, kids and adults alike find something new each day. Kyle’s bold, yet inviting style perfectly complements the energy of the community as it welcomes interaction and inspiration. I spy a bongo drum!

School children posing with I spy mural. Literacy Rich Initiative brand by J2.
Mural interactive sign. Literacy Rich Initiative brand by J2.
Little girl pointing at mural. Literacy Rich Initiative brand by J2.
Chit chat cards for literacy campaign. Literacy Rich Initiative brand by J2.
Boy playing with literacy cards. Literacy Rich Initiative brand by J2.

Small Talk That’s Huge

To spark conversation and connections, we created “chit chat” cards that got adults and children talking. The cards created dialogue that led to literacy. This space for dialogue and community has been proven to build the foundations for reading, create the thirst for knowledge, and learn a thing or two about each other at the same time 🙂 By the way, would you rather be a pop star or an astronaut?

Brand collateral literacy cards. Literacy Rich Initiative brand by J2.
Boy and girl interacting and playing with literacy cards. Literacy Rich Initiative brand by J2.
Man and girl playing with literacy cards and laughing. Literacy Rich Initiative brand by J2.
Boy playing with literacy cards. Literacy Rich Initiative brand by J2.
Boy playing with literacy cards. Literacy Rich Initiative brand by J2.

S is for Social

We obviously had to spread the good word (and letters) on social. We also created an easy to use suite of social assets that the team could easily post, adapt, and add onto. S is also for sharable.

Kids jumping with excitement at literacy installation. Literacy Rich Initiative brand by J2.