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Duolingo

Rebranding Campaign

Many Americans are proud to be descendants of immigrants, however only few still know the language of their ancestors and can connect to family members overseas. 
A rebranding campaign for Duolingo.

Julian Brueggemann
Creative Director

Brendan Mansfield
Art Director

Harvey Gillet
Copy Writer

The intro images shows a phone with country flags and Duo the own in the center

Research

Duolingo wants to encourage Americans that it is never too late to learn the language. This rebranding campaign is to extend the current target audience by matureing the overall brand image.

Current User
Extended User
25.4 Years
30-45 Years
66.2% female
Balanced gender usage
98% Novice learners
All levels of speakers

Poster Campaign

The poster campaign features unusual words in other languages in a playful way to waken the couriosity of the viewer.

Treppenwitz
Treppenwitz
Treppenwitz
Treppenwitz

User Interface Redesign

This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level
This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level
This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level

User Interface Redesign

This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level
This screen shows the different levels duolingo offers. They rage from vacation vocabulary, to fluency, to business level

Logo Redesign

The same owl, but a more mature logo to address the current and extended target market more precisely.

Features

Revised and added features to improve the overall learning experience.

Compete with your friends on Facebook or LinkedIn

Select your desired level of study from occational to fluency

Hands-On expereince with sponsored articles and vocabulary help

Improved level selection based on the words most relevant

Vocabulary check before your start your grammar lessons

Error detection to find errors and improve your skills

User Insights

Interview insights of

the target audience

“I have considered using an app to learn a language, but I have never actually installed one.”
“I always wanted to learn Spanish and travel to Spain.”
“I would be more interested in learning how to hold up a conversation rather than learning how to write the language.”
“I never used an app because
I don’t feel confident that it would help me.”
“An app is more convenient than a book for travelling but I haven’t actually installed one before.”
“I did speak Spanish in college,
 but never used it as I didn’t really have anyone to practise with.”