Homeroom
Client / Employer
Achievement First
Project Status
Launched
Role
Sole designer
Year
2024
Deliverables
Homeroom logo and brand identity, full platform asset library
Overview
Achievement First’s internal intranet was visually outdated, functionally broken, and disconnected from the AF brand. Led the full visual design and branding of Homeroom, from naming the product to building its identity and a complete asset library for launch. Homeroom replaced the previous platform entirely and became the central hub for staff communications and resources across central offices and schools.
The Challenge
The previous intranet had broken links, login failures, and confusing navigation, and it no longer looked like AF. Staff had largely stopped using it. Their feedback made the stakes clear. The new platform had to win back trust and feel fresh and true to the brand, all within Haystack’s customization limits.
Key Design Decisions
Product naming. Proposed the name “Homeroom,” drawing on AF’s education mission and positioning the intranet as the central hub for every staff resource. The name resonated immediately with the team and leadership and set the tone for the product’s identity and purpose.
Identity within the parent brand. Developed a new logo mark built on the AF favicon, education-themed illustration patterns as the platform’s graphic language, and a refreshed color application. Configured the platform’s backend settings to enforce the identity at the system level, so brand consistency was part of the product from day one.
Regional identity. Used group covers as the single point of regional differentiation, with a custom illustrated icon pattern for each region (NY, CT, and RI). Spreading differences across color, navigation, or landing pages would have fragmented the shared identity staff needed to feel like one organization.
Outcome
Reached 92% adoption across all staff and teachers within 4 months, scaling to 2,000+ daily active users.
Became the active intranet for thousands of staff across central offices and schools in NY, CT, and RI.
Now houses the AF25 toolkit as AF’s central resource hub.
