Coursera - Rebrand

The Coursera brand required a refresh, and in 2021, we begin a brand overhaul, working closely with ECD Lotenna Enwonwu, I led the design rebrand initiative in partnership with our creative collaborator, DIA. And then, I led the creation of a promo kit with the new branding in Figma and explored new visual treatments for social media.

For this brand refresh, we focused on expanding the existing brand system. The result was a new visual system called "Conduit," inspired by the idea that "Learning never stops at Coursera." The dynamic “C” takes on different forms to represent the evolving learning journey of our audience.

Starting with the application of the new branding to our paid social redesign, I led the creation of a new social design guideline and created social template in Figma. The new process improved content creation efficiency by 40%.

The results: In a Google Certification campaign, the new creative hit its goal in just 8 days — down from 30 days previously, and at a lower cost. That's a win for the team.

I led our team to create the new iconography and illustration system.

One of my favorite was developing the motion guideline. We kept the motion simple, drawing inspiration from moments of learning — like this new video end card, inspired by motion of a page turning, "Turning a new page in your career journey."

We work closely with the social team and together to create a fresh look and feel that aligns with our new branding. Within just one month, social engagement increased by 29%, and we gained 22% more followers across all platforms, our IG even reach a total of 500k. Additionally, ticket completion time decreased by 30%, allowing us to focus on more impactful projects.

I pitched and gained leadership support for the redesign of our Coursera brand hub to better support collaboration between our internal teams and external agency partners.

ECD: Lotenna Enwonwu
ACD - Art: Ben Pang
ACD - Copy: Christopher Watkins
Global Head of Brand & Creative: Stephanie Hale
Consumer Marketing Director: Emily Keller-Logan
Marketing manager: Iris Wu
Designers: Tiger Zhang, Indira Prieto, Sylvester Kankam, Grace Pinheiro, Kinsey Bowser
Design Partner: DIA