As Chegg’s products evolved they found themselves needing to elevate and mature their brand in order to be relevant to a wider audience. Agency partner Friends at Work was brought on to lead the brand transformation and shift customer perception from seeing Chegg as a book and answer site to viewing Chegg as a long-term learning ally. As Creative Director I provided brand and technical guidance to the agency, led the in-house execution team in bringing the new brand projection to life, identified and addressed roadblocks, and coordinated with Marketing, International, Regional Growth Managers, Product and UXR to ensure that their needs were met.

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Brand Shot List

As part of the rebrand, I oversaw video and photo shoots, providing the agency with shot lists that would accommodate domestic and international business needs.

I coordinated with Regional Growth Managers, Paid Advertising, and Chegg’s marketing team to ensure we created assets that lived up to our promise of being radically inclusive representing our user base diverse in gender, ethnicity, age, ability, socio-economic backgrounds and parental status.

The material needed to provide appropriate heroes for each of our target regions, along with guidance for best practices and considerations for each region. It also had to support personalization across customer segments and by 9 different fields of study.


Launch Assets

While the agency developed the anthem video and brand guidelines I led the design team in creating templates and components that represented the new brand direction and allowed for dynamic personalization. Once the photo assets were ready we executed the campaign and launched with a new website, marketing & onboarding email series, and ads for push, social, display, video and radio.


My Work