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Chegg

Contract, 2024-2025

In just four months, I led a team of six designers to drive impactful progress. We updated brand guidelines, developed a versatile illustration library, refined the email design system, and spearheaded the Spring Rush campaign to connect with students during a key academic season. Despite the brief contract, we achieved remarkable results and set a strong foundation for Chegg’s continued creative growth.

Role

Associate Creative Director

Team

Creative Director – Nina Smith
Design team – Veronica Saldarriaga, Erin Scouten, Chaella Dent, Nancy Qian, Jiyoon Kim, Alex Chen
Copy team – Melissa DeLuca, Sage Curtis, Jessica Yoo, Julia Gray, Kelly Egan, Ruztique Kelly
Motion team – Lindley Taylor, Sean Caesar

We created a versatile illustration library to enhance Chegg’s visual storytelling and align with updated brand guidelines. Featuring flat and isometric styles, the library supports a range of applications, from product moments to emotive storytelling, streamlining workflows while elevating the brand’s identity.

Digital Out of Home

This finals-focused DOOH campaign inspired students with bold visuals and messaging like “In a finals funk, in a finals flow,” showcasing Chegg’s expert support to help them succeed. Eye-catching static and video creatives featured bright colors, minimal copy, and prominent QR codes, driving strong engagement across campuses in the U.S. The campaign delivered impressive results, achieving a 26% lift in consideration and a 59% ad recall rate, significantly higher than the average.

Student Mental Health Week

We rebranded Student Mental Health Week with a flexible, scalable system that evolves each year. By adjusting colors and patterns while maintaining a strong connection to the Chegg logo, the campaign stays fresh and relevant, promoting mental health support consistently.

Spring Rush Campaign

Coming soon

This upcoming Spring Rush campaign introduces Ace, our quirky and spirited mascot, to help students “Get a Grip on College.” With a playful personality and an empowering message, Ace embodies Chegg’s commitment to supporting students through key academic moments. Featuring vibrant visuals and engaging messaging, the campaign highlights Chegg’s reliable tools for student success. If you’d like to see the work ahead of the launch, feel free to email me!