A Global Rebrand
MISSIONOwn online learning
ROLEAssociate Creative Director
Udemy led the first wave of massively open online course providers. It was time to claim the singular impact of its education marketplace on the world.
I was a creative lead on the global rebrand and drove the development and design of the brand book, product branding, and a bevy of events and marketing. We seized a pivotal moment in edtech and positioned the business for explosive growth, building to a $3.8B IPO.
A symbol for learning
We named the brand symbol “The Union”. Its motion is globally oriented and inspired by the learning connection between students and instructors.
Brand Promise
I authored the new brand promise, “Be able”, a pure way to sum up the ethos of Udemy’s mission to improve lives through learning.
Brand Book
Final guide including the brand core, narrative, and design guidance.
Success Stories
Student and instructor success stories were the heart of the new brand. Here are some stories produced for select global markets.
Student success story, Germany
Instructor success story, Japan
Student success story, South Africa
Global Brand Launch and Integrated Campaigns
New brand story and sweeping updates across product, marketing, experiences, and internal stakeholders.
In the App Store
Select ads for US, Japan, France, Brazil
Social, display, and email
The First Student
Founder and first student Eren Bali’s story debuted at the annual Instructor convention, Udemy LIVE.
Instructor event
Student and Instructor Marketing
Live action and animated ads drove awareness and course sales around the world.
Instructor Guidance
We empowered Udemy’s Instructors to amplify the new brand with guidance and design tools available through a dedicated Instructor site.
Internal Launch
As the world got to know the new Udemy, teams around the world got to know a new skill in a learning day at their freshly rebranded workplaces. I led the EU launch in Dublin, Ireland.
Office design
Team
Shawn Jones
Kiran Umapathy
Misha Sundukovskiy
Lahn Nguyen
Spring Nguyen
Daryl Della
Duncan Channon