Udemy — Danny Chung

Udemy rebrand

Giving the world's biggest classroom a cause.

Udemy led the wave of Massively Open Online Course providers to become the world’s largest education marketplace. It was time for the brand to own its singular impact on the world.

I led creative on the global rebrand, drove the development and design of the brand book, product branding, and a range of in-person events and campaigns. We seized a pivotal moment in edtech and positioned the business for explosive growth, building to a $420M IPO.

A symbol for learning

Dubbed “The Union” Udemy’s brand symbol 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 enduring 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 🇯🇵

TV spot of student success story, South Africa 🇿🇦

Global Launch and Integrated Campaigns

New brand story with sweeping updates across product, marketing, experiences, and for global partners

Instructors got an an early preview at their annual event, Udemy LIVE

Brand origin story

The First Student

Founder and first student Eren Bali’s story debuted at the annual Instructor convention, Udemy LIVE, which I also helped produce.

Student and Instructor Marketing

Ads drove global awareness, instructor sign-ups, and course sales.

YouTube ads for US, Japan, France, Brazil

campaign

This year I will

Students browsed the many courses on Udemy, but often waited for “someday” to commit. All this changed during the New Year’s rush to self-improve. I was the creative lead on this global campaign that invited everyone to commit to learning.

Leaning hard into the new brand promise of “be able”, this campaign performed so well, it was the cornerstone of Udemy’s highly lucrative New Year’s campaign. Twice.

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.