Jocelyn Randolph
How It’s Math: Season 2 Branding
Doodles & Digits LLC
Client: Doodles & Digits LLC
Audience: Upper elementary students and their parents
Team: Jocelyn (Designer)
Project Timeline: April 16, 2026 – April 30, 2026
The goal of this project was to create a refreshed visual identity for How It’s Math Season 2 and develop an asset package for use across PBS platforms. The package included two branding directions, logos, a show poster, background graphics, a mezzanine, and a brand kit, all designed to elevate the overall How It’s Math brand.
I started by scheduling a meeting with the business owner to dive deeper into the “why” behind her business and current branding decisions, while also learning the stories behind her character creations and the project timeline. From there, I organized and built out the project in ClickUp to streamline communication, task management, and deliverables throughout the process.
Between April 16 and April 20, I created two branding directions, each including a new logo. The first elevated the existing brand by expanding the color palette, adding stronger color contrast, broadening the typography system to include options for materials marketed to parents and corporate partners, and bringing the characters front and center.
The second was a bold reimagining that introduced more femininity and playfulness while still maintaining a calm, grounded feel. I also included branding suggestions that could be explored as How It’s Math continues to grow and expand. The presentation for both directions can be viewed below.
April 21 to April 22 was scheduled for presentation and review time. I presented both directions to the client, and she selected Option 1 while requesting that I incorporate the shape from Option 2. This shape came directly from her current branding and is used throughout How It’s Math videos as text bubbles.
This wordmark builds on the original Doodles and Digits mark, refining and strengthening its visual language. The Poppins typeface has been customized with rounded edges, introducing a playful contrast to the otherwise angular Doodles & Digits logo.
The circular element has been reimagined as a visual fraction, reinforcing a familiar concept for the audience while embedding deeper meaning into the design. Variations of the mark are provided to ensure strong contrast and legibility across different applications. This mark is used across streaming platforms such as YouTube and PBS channels.
Primary wordmark
Color alternatives
Primary wordmark lockups
Enclosed logo & lockup variation
Logos in use
The final assets, including the logo, outlined in the spec sheet were developed between April 23 and April 27, with mockup creations, discussions, reviews, and feedback integrated into each stage of the asset development process. This approach helped ensure there were no surprises and minimized the need for major revisions during the final review period from April 28 to April 29.
These designs were created to increase engagement and improve clickability, with the goal of helping Doodle’s & Digits: How It’s Math Season 2 stand out among competing show posters. The final assets were seamlessly delivered on April 30. The deliverables below will appear across PBS channels as part of the show’s promotional rollout.
Show poster, logo, and background as they appear on PBS
Throughout the Asset Design & Development phase, I further refined the visual tools used to market Doodle’s & Digits: How It’s Math. I softened the deep blue so it would feel less harsh when paired with the softer colors, which I also made slightly more vibrant. I paid additional attention to the letter spacing of the Doodle’s & Digits wordmark to improve overall balance and readability alongside the How It’s Math wordmark. I also created a foundational brand kit to serve as a reference guide and support the continued development of an emotionally resonant and calming educational brand.
Brand guideline