Role —
Design System,
Creative Leadership,
Art Direction
External Team —
Studio:
KOTO
Internal Team —
Creative Director:
Chris Jabre
Copy Lead:
Chola Chisengalumbwe
Head of Brand:
Pablo La Rosa
Project Manager:
Aristea Papadimitriou,
Kudzai Chitewe
Marketing Manager:
Deepa Miglani
Designer:
Andrew Wahba,
Anna-Lena Wassmer,
Ruben Borges,
Lalida Noijan
Challenge
Babbel, a marketing-driven company, needed a coherent and recognizable brand visual language—a systematic approach flexible enough to adapt to the dynamic demands of performance marketing.
Approach
We began by identifying the brand's distinctive elements and key audience triggers—both thematic and tactical. This laid the foundation for a strong visual hierarchy that is structured, robust, and adaptable. A clear visual map was developed to ensure consistency across campaigns and channels, while enabling micro-projects to stay on-brand and resonate with the audience. Additionally, we built a comprehensive marketing toolkit to streamline the production of high-quality assets and efficiently localize them for diverse markets worldwide.
Orange is the new language.
Outcome
The result was a cohesive and versatile brand visual language that balanced consistency with creative flexibility. The marketing toolkit empowered teams to produce a higher volume of high-quality, on-brand assets, localized seamlessly for global markets. Campaigns across all channels were more unified and impactful, driving stronger audience connection and enhancing Babbel’s brand recognition in an ever-evolving performance marketing landscape.
Design Language
