LYNDA.COM
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Brand + digital marketing
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Consumer and business-to-business creative for Lynda.com prior to launching as LinkedIn Learning.
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opportunity
As the leading online learning company, Lynda.com had tremendous potential in helping more individuals enhance or acquire new skills they desire. However, the top-notch quality of Lynda's course content did not reflect the inconsistent branding throughout its communications.
Creating a Culture of Learning in 6 Steps
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solution
My team and I collaborated with the Lynda.com consumer marketing, enterprise marketing, and product team to develop strategies and creative executions for a cohesive visual tone and voice. For all communications, we created a positive look and feel with bright colors, bold graphics, illustrations, and typography. The photographs featured light, open learning environments and engaged users. We actively did A/B tests and optimization on targeted communications. With the help of data, we designed landing pages and display advertising for various consumer segments to ensure we deliver engaging content to our users. The product user interface was evolved to be visual-driven with icons and easy to navigate course thumbnails.
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