PLUS Social Media Character Design

PLUS is an award-winning human-AI math tutoring program that aims to double the rate of math learning in middle school students, especially those from low-income families. As the Social Media Specialist, I collaborated with the PLUS team to create a cast of illustrated characters that reflect the platform's playful yet professional identity. These characters were designed to connect with the target audience, adding personality to the AI-driven math tutoring and learning platform.

Building on the PLUS SMART (Social-Emotional, Mastering Content, Advocacy, Relationships, and Technology) framework for tutor training and support, I developed a cast of characters to represent each core tutoring value. Designed as playful math symbols, these characters align with the math tutoring theme while making the framework more engaging and visually memorable. Additionally, I created supplemental math symbol characters to enrich the environment, offering versatility for social media, marketing, and various post layouts.

My role involved researching the target demographics and understanding their engagement patterns/preferred content to create characters that sucessfully capture the nature of the company and share updates with users. The project emphasized creating a balance between simplicity and relatability while maintaining a professional aesthetic.