The English Lit Survival Kit is a series of literature guides for cramming students. The goal is to create a brand that is both well-designed and which speaks to an urban/outdoors youthful audience. Primarily targeting male students, aged 18–24, in the $15,000–25,000 income range who live an active lifestyle, the English Lit Survival Kit has design and target as the forefront of its marketing and concept. Forest green creates an outdoors feel, while the neon-lime activates the brand, giving it energy and movement. 28 Days Later is used for the masthead, logotype, and title/author lockups, for its urban, gritty, and survivalist feel, while Helvetica Neue is used to create contrast, speak to a more contemporary audience, and address readability issues on mobile and web platforms. A texture created from a screened-back form in the 28 Days Later typeface is used to reinforce the urban/outdoors aesthetic within the backgrounds, without overpowering the potent type. The app is kept clean and standard, to connect with the style of the book covers, while maintaining ease-of-use, a concept key to the brand message. Copywriting is kept light, down-to-earth, and informal, and makes heavy use of current lexicon to create a bond with the energetic audience.