Udemy

Visual Idenity
Digital
Systems

→ Udemy, a major online learning company, was undergoing a total rebrand while gearing up for an IPO. I partnered with the internal team to help refine and streamline the rollout of their new brand, including creating a wide-ranging image library, systematizing advertising and email programs, creating campaigns, and building digital experiences.

Image style development

I worked with the team to develop an expressive visual system that combines photography, graphic elements, and storytelling to create an ownable and highly flexible style that could be applied to their vast library of topics and diverse audiences.

Website

I worked on a number of web initiatives, including an exploration of the user experience — working to create an engaging, intuitive experience for users, while maintaining the ability to host a mind-bending amount of content. I also supported a major overhaul of their B2B website by identifying problem areas, creating new pages and modules, and working in tandem with their development team to ensure the implementation was spot on.

Email program design & systemization

One of the first major rebranding efforts was to update a diverse and expansive array of templates for email communications for both the consumer and B2B sides of the business. This involved defining and creating responsive modules that could flex for mobile, desktop and dark mode.

IPO campaign

The rebrand was just one part of gearing up for an IPO on the Nasdaq exchange. I worked with the team to devise a campaign celebrating the “uptick” from the logo, that would work as well on a mobile phone as on a screen in Times Square.

Learning Trends Report

We put their massive trove of data to work in this report that helped reinforce their position as a leader in the B2B learning space.

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Online advertising guidelines

I helped build out a system and guidelines for online advertising that could work across formats and geographies.

“Centerpiece” campaign design and plan

Udemy rolls out major sales initiatives throughout the year using integrated campaigns which include web, social, video and in-app messaging. I was tasked with defining the look and feel of the initial program, which helped lay the groundwork for future campaigns.

B2B campaigns

Working with the Udemy Business team, I helped develop their first-ever integrated campaign. We targeted two different audiences with tailored language and visuals designed to appeal to their unique needs.