Hesuh Park

Celebrating 10 years of learning

2021

A birthday campaign for Codecademy’s 10th year: a bold “10” built from the languages and tools of a decade of learning, carried across every channel with a 50% off Pro offer.

My role
Art Direction & Design Lead

Deliverables
Campaign identity, illustration system, paid and organic social, email, blog, on-site creative

5.7x
forecast

$914k
new bookings

9000+
redemptions

Best month
in company history to date

The Challenge

Ten years of Codecademy had to feel like a thank-you to the learners who got us here while giving new learners a reason to start. One idea needed to hold together across social, email, the blog and paid media, and turn a birthday into a bookings moment. One of the biggest challenges with this campaign was the tight timeline—we went from initial concept to shipping all static and digital assets within two weeks.

Initial exploration

Early rounds took a creative and design-first approach, leaning heavily on Codecademy’s core visual metaphors. This included recurring shapes and patterns, as well as custom pictograms representing concepts like career progression and skill mastery.

Final creative

Impact with numbers

We prioritized immediate clarity for both existing users and brand newcomers. We achieved this through a bold '10' graphic layered with familiar Product iconography, which heightened campaign engagement and seamlessly bridged the branding with our promotional efforts.

One idea, every channel

Social - Twitter

Social - FB

Blog

Paid: the 50% promo

Paid media centered on a limited-time 50% off Codecademy Pro offer. The “10” artwork carried into every format, with colorways that kept the campaign recognizable from feed to banner.