Udemy

→ 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 systematizing advertising, social and email programs, creating campaigns, and building digital experiences.

  • Scope

    Visual Idenity
    Digital
    Systems

Image usage & guidelines

The initial new brand included multiple types of photography and illustration, but with little guidance on how or when to best use each. I helped explore how these would be implemented and worked to codify usage for the design team.

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 designing modules that needed to work for desktop and mobile as well as optimized for 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.

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.

Website

I worked on a number of web initiatives, including a major overhaul of the B2B website. I helped identify problem areas, designed new pages and modules, and worked in tandem with their development team to ensure the implementation was spot on.

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.