Codecademy turned 10 on August 18th, so we created an integrated marketing campaign that focused on celebration across the various channels, and the starting point to a larger brand campaign. For my role, I had approximately 2 weeks to be briefed, design a visual identity, produce assets, and gain approvals from leadership.
Codecademy, 2021
Role: Art Director, Design Lead
Copywriter: Lee DeSanti
Creative Director: Evan Brock
MY ROLE
The key messaging behind this campaign was to "Celebrate our 10 year milestone". Alongside this, we offered a 50% promo offering as a thanks to our learners. I created assets for channels including: Email, Organic Social, Paid Social, Blog, and PR.
In terms of the visual identity, we went with the concept that really highlighted the 10. I overlaid existing brand illustrations on top of one of our typefaces, Suisse Int'l Mono, and used this as a lockup across the various channels.
CAMPAIGN OUTCOME
This celebratory promotion resulted in:
• Best month ever.
• Top 2 days ever. ($260 and $256k respectively)
• $914k in new bookings with 9258 redemptions
• $860k incremental
• 5.7x forecast
Organic Social
Other than the paid promo, I would say that our Organic Social was the most important channel of this campaign. We really focused on interacting with our learners by featuring quizzes, giveaways, and a bingo card where they can screenshot and participate in the "challenge". We also featured links to items such as Zach Sim's (CEO) blog post, as well as our promo offering.
Visually, I wanted everything to be engaging and eye-grabbing, so I created several quick moving GIFs, as well as using brand colors that were high in contrast.
THEN VS. NOW
We also decided to feature a "then vs. now" post on Instagram, similar in format to the current memes. As an example, we contrasted the start of Codecademy, such as Zach in his college dorm, and the current Codecademy office in SoHo. This carousel post also resulted in the most liked post on our Instagram page.
Some other elements including contrasting the original and new Codecademy logo, our first homepage vs. the new redesigned one, and the barebones LE vs. the current live LE.
Codecademy turned 10 on August 18th, so we created an integrated marketing campaign that focused on celebration across the various channels, and the starting point to a larger brand campaign. For my role, I had approximately 2 weeks to be briefed, design a visual identity, produce assets, and gain approvals from leadership.
Codecademy, 2021
Role: Art Director, Design Lead
Copywriter: Lee DeSanti
Creative Director: Evan Brock
MY ROLE
The key messaging behind this campaign was to "Celebrate our 10 year milestone". Alongside this, we offered a 50% promo offering as a thanks to our learners. I created assets for channels including: Email, Organic Social, Paid Social, Blog, and PR.
In terms of the visual identity, we went with the concept that really highlighted the 10. I overlaid existing brand illustrations on top of one of our typefaces, Suisse Int'l Mono, and used this as a lockup across the various channels.
CAMPAIGN OUTCOME
This celebratory promotion resulted in:
• Best month ever.
• Top 2 days ever. ($260 and $256k respectively)
• $914k in new bookings with 9258 redemptions
• $860k incremental
• 5.7x forecast
Organic Social
Other than the paid promo, I would say that our Organic Social was the most important channel of this campaign. We really focused on interacting with our learners by featuring quizzes, giveaways, and a bingo card where they can screenshot and participate in the "challenge". We also featured links to items such as Zach Sim's (CEO) blog post, as well as our promo offering.
Visually, I wanted everything to be engaging and eye-grabbing, so I created several quick moving GIFs, as well as using brand colors that were high in contrast.
THEN VS. NOW
We also decided to feature a "then vs. now" post on Instagram, similar in format to the current memes. As an example, we contrasted the start of Codecademy, such as Zach in his college dorm, and the current Codecademy office in SoHo. This carousel post also resulted in the most liked post on our Instagram page.
Some other elements including contrasting the original and new Codecademy logo, our first homepage vs. the new redesigned one, and the barebones LE vs. the current live LE.