2021 italki Language Challenge
The 2021 italki Language Challenge was a 45-day global campaign designed to inspire language learners and attract new users. Taking inspiration from the Olympic Games, the campaign framed language learning as a journey of dedication, progress, and perseverance.
Collaborating with the marketing team, I helped define four characters that represented different learning milestones—12, 16, 20, and 24 hours. The archer symbolized consistency, the climber perseverance, the weightlifter discipline, and the runner determination. My role was to translate this vision into the campaign’s main visual and all supporting assets, ensuring a cohesive and engaging experience that motivated learners to push their limits.
With about a month to design, I developed the main visual for landing pages across web and mobile, header images for email marketing at different stages of the campaign, and ads for paid social—adapting materials for specific market needs. Additionally, I created icons and small imagery to meet special requirements from the product team. The four characters were key to ensuring flexibility in design, allowing components to be used dynamically while maintaining a cohesive visual identity throughout the campaign.
To wrap up the design, I worked with the product team to adjust the assets for different device dimensions, making sure the visuals looked good on both web and mobile. This involved some fine-tuning to ensure everything fit well across the various screen sizes. The result was a set of assets that worked smoothly across platforms, helping to create a consistent experience for users throughout the 45-day challenge.