Udemy {AI Art Direction}
“I define how AI looks, feels, and scales across Udemy AI reskilling platform.”
Overview & Scope
As Udemy evolved into an AI-powered upskilling and reskilling platform, the challenge was to visually communicate AI in a way that felt human, trustworthy, and scalable across product, marketing, and global communications. This project focused on defining Udemy’s AI creative direction and visual system, establishing a foundational look and feel that could support AI product launches, GTM initiatives, events, and internal storytelling. I led the creative direction from early exploration through execution, working closely with product, marketing, and production teams to ensure the system could scale across teams, formats, and markets.
Role
Lead Designer & Project Manager
Primary Focus
AI Creative Direction & design Systems
Teams
PMM · Lifecycle · PDE · Video · Copy · Production
Markets
AMER · EMEA · APAC
Design Areas
Web · Paid social · Email · Motion · Product GTM · Global Events · Design toolkit & templates
Design Tools
Figma · After Effects · Jitter · Lummi AI · Canva
Goal & Design Proposal
The goal was to create a clear and ownable AI visual language that translated complex technology into human-centered narratives while remaining flexible enough for fast-moving launches. Rather than treating AI as a one-off campaign style, I proposed a system-driven approach built on core visual principles, motion behavior, and modular components, allowing teams to move quickly without sacrificing consistency, quality, or brand trust.
Creative Direction & Application
The creative direction prioritized clarity over novelty, using human-first storytelling, modular design, and purposeful motion to reduce friction and build confidence around AI. In collaboration with motion designers, copywriters, and production partners, this direction was translated into a practical toolkit and applied across AI product launches, marketing and GTM campaigns, in-product experiences, and internal and external communications, creating a shared visual language across touchpoints.
Design Toolkit (Figma)
AI presentation templates (Google Slides)
Impact & Results
This work established the standard AI visual system now used across Udemy’s AI-related initiatives, supporting major product launches such as AI Assistant, Role Play, Career Accelerator, and In-Course Labs, and contributing to 13,000+ Role Play simulations and 14M+ GenAI course enrollments. Beyond individual deliverables, the system improved cross-team alignment, accelerated execution, and strengthened the clarity and credibility of Udemy’s AI storytelling at scale.
