Scholastic

We have been a trusted creative partner for Scholastic since 2020. We provide creative direction and strategy for both the Scholastic Book Fair and its sister program, Scholastic Dollars. This work includes developing and implementing best practices for budget-friendly content creation, email, and paid media, as well as catalog concept, design, and implementation.

Creative Strategy Creative Direction Graphic Design Set Design

Scholastic Dollars

The Scholastic Dollars program uses Book Fair earnings to help schools get essential supplies. Pen Pal partners with Scholastic to bring the program to life by featuring real educators and highlighting the program’s impact. Additionally, Pen Pal introduced best practices from its retail experience to modernize and maximize every customer touchpoint. Since Pen Pal’s involvement, the business has hit record-breaking growth goals.

2025 CATALOG

VIDEO FOR PAID

Scholastic Dollars Email Journey

Pen Pal reimagined Scholastic Dollars emails, transforming them from a static,
non-merchandised product grid into a modern, story-driven journey. The update introduced a refreshed header, lifestyle imagery, and an editorial voice grounded in solutions.

Scholastic Discovery Fair Hype Video

Pen Pal partnered with Scholastic’s in-house creative team to concept and direct this super fun student-facing video from start to finish (with limited budget and resources).