Class Technologies
Class, an edtech startup, was founded in 2020 with the goal of improving the virtual learning experience. It is a next-generation virtual classroom that adds teaching and learning tools to web conferencing platforms Zoom and Microsoft Teams.
I joined the Class marketing team as a Senior Designer in late 2021 and was promoted to Creative Director in July of 2023. During my time at Class, I led a comprehensive brand transformation that significantly enhanced brand awareness and recognition and ensured cohesive visual communication across all channels.
The redesign of class.com is one of the biggest accomplishments of my professional career. Our small yet mighty three-person brand team set out to overhaul the company’s website in late 2023, initially scoping this project with a full web design and development agency. Due to a few hiccups early in the project, we brought the project back in-house, and still met our initial launch goal of Q1 of 2024.
As the Creative Director at Class, I led the creative strategy and acted as the principal designer for the web redesign project. This included contributing to UX/UI research, wireframing, copywriting, design, page creation in Wordpress, managing translations through WPML, and site QA—among many other things.
Project Outcomes:
Designed for the buyer’s journey – The core site is structured with the buyer's journey in mind and better optimized for conversions. The number of relevant and informative pages available to buyers nearly tripled, going from 12 pages on the previous site to 33 pages live at launch. That means 21 net new pages—including use case, product feature, integration, customer story, and platform pages.
Optimized for improved performance – Site health improved from 62% to 93% (the top 10% of websites achieve 92%). This means faster page load times, better SEO rankings, and higher conversions. The anticipation is that this will translate into more demo requests, S1s/S2s, and ultimately, more closed-won bookings for Sales.
Built to emphasize key differentiation – The new website establishes a messaging hierarchy, leading buyers through curated differentiation across industries, solutions, products, thought leadership, and company information. The value proposition is now industry and platform-inclusive.
Improved web management – The new site allows the Marketing team at Class to move more quickly in developing new pages to support cross-functional and GTM efforts.
Implemented a cohesive brand update – This project resulted in an updated, more refined brand design system, which has now been carried across all new marketing collateral. A few notable updates include changes to font weights, typefaces, and treatments, two new icon styles, new treatments for lifestyle and product imagery—including platform-agnostic product imagery—and updates to the brand color palette.
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Additionally at Class, I created and managed the Class design system, brand guidelines, market-ready product screens, paid media landing pages and ads, event booth design, signage, printed collateral, and brand swag.
Other notable projects include the Class Brand Campaign, which included a brand video, three vertical-specific landing pages, paid media, social, virtual Zoom backgrounds, and sales enablement assets.
For context, see what class.com looked like before the brand refresh.
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Work was completed at Class with web development support
