Udemy {Brand System}
“I build design systems that enable internal teams and global partnerships.”
Overview & Scope
From 2022 to 2025, Udemy continued to evolve its brand as the business expanded across Consumer, Udemy Business, subscriptions, and global partnerships. This case study highlights how I supported Udemy’s brand evolution over multiple years by contributing to brand design systems, guidelines, and visual frameworks that balanced creative refresh with business alignment. As a senior visual designer in global creative team, I worked across brand, marketing, product, and global partnerships especially with Google and Amazon AWS. It ensures the brand system could scale, enable teams, and support changing business OKRs without disrupting execution.
Role
Senior Visual Designer
Primary Focus
Brand Evolution & Global Partnership
Teams
Global Creative · Region MKT · Global Demand Generation · Video · Production
Markets
AMER · EMEA · APAC
Design Areas
Brand guideline · Brand asset library· Brand design templates · Braze Email components library · Global Partnership
Design Tools
Figma · Adobe Creative Suit · Frontify · Getty · Canva · Loveart · Lummi AI · Writer AI
Goal & Design Proposal
The goal was to evolve Udemy’s brand expression while maintaining continuity and trust, ensuring that visual updates aligned with business priorities rather than competing with them. I focused on building a brand system that emphasized system, enablement, and scale—creating clear guidelines and flexible frameworks that teams could adopt independently while supporting growth, subscriptions, and global expansion.
Creative Direction & Application
My work centered on evolving and applying Udemy’s brand system across core visual elements, photography refresh, templates, and guidelines, ensuring consistency while allowing flexibility for different contexts. As part of this work, I supported a wide range of initiatives across marketing, product, and global programs, helping teams apply the brand system effectively across diverse formats and regions.
Brand AI-generated Photography ( Powered by Lummi AI )
Brand Asset Library & Guideline ( Figma + Frontify )
Impact & Results
This work established a scalable brand foundation that enabled teams to execute consistently across multiple years, regions, and initiatives while staying aligned with business OKRs. Beyond defining and evolving brand guidance, the system directly supported major global partnerships including Amazon AWS, Google AI Plan, and others in APAC, helping ensure Udemy brand awareness and high-quality execution at scale.
