Udemy is the world’s largest marketplace for learning and teaching online. I joined the team to create an ambitious new brand that represents who our instructors and students really are.
Co-authored the Udemy brand book that launched in October 2017. This includes ongoing guidance for the entire company on brand core (mission, vision, promise), customer journey, personality, voice and tone, photography, editorial style, and much more.
Key partner in launch of new brand in October 2017. Work included video scripts, interviews, landing page copy, and more. See it here >>
Voice + tone
Developed voice and tone guidelines for the entire company. Below you’ll find a sample of the type of work it included.
Situation: I registered to become an instructor, but haven't started creating a course.
User feelings: Curious, cautious.
Tone: Encouraging, empowering.
“By creating a course on Udemy, you’ll help students around the world improve their lives through learning and get paid to do it.”
“Not sure what course you should create? Our Marketplace Insights will help you find what students are looking for.”
“I love how many students I get to interact with from across the world. On Udemy, I get a message from someone in India or England or Brazil multiple times a day (or night). It’s pretty incredible.”
Remind them why teaching is rewarding.
Provide information in small, manageable steps.
Use testimonials as social proof.
Wrote scripts for a variety of projects including television commercials, YouTube pre-roll ads, and our founder story.