Brand and product design: Delivering a bold rebrand for a seamless learning experience
Freelancer
Mette
Digital designer
Introduction
Babbel took on the huge undertaking of rebranding its entire product. For years, Babbel had a traditional way of teaching language online, however, this was hindering innovation. The intention was clear: a new brand to enhance our premium positioning and align with our ecosystem of learning experiences.
Babbel worked with an external branding agency who kicked off the process with a series of bold visual explorations, setting the stage for the brand’s new look, feel, and voice. The design system team then began to update and build our internal design system, Grammar.
The approach
That's where I came in. As a product designer, my goal was to facilitate the delivery of the rebrand for the areas of the product I was responsible for, Babbel Live. I started by familiarizing myself with the new brand and playing around with the design system. It required high attention to detail, a critical mindset, and problem-solving to transform the Babbel Live user interface.
In order to achieve the delivery, I knew the importance of the details, both design and engineering needed to focus on this. I prepared my Figma files for seamless collaboration with the engineers and facilitated several meetings with them to ensure the work was clear.
The design system team set up the semantic tokens for the existing brand. Once the new brand was defined, they switched the tokens automatically. However, an eye for detail was necessary as some of the tokens did not work correctly in the context of the product and specific features.
The result
This was a huge feat for the company and the design team especially, as we not only rebranded the entire product but managed to do it all within the project deadline.
A Personal Language Coach: Babbel’s rebrand goes beyond language teaching, positioning itself as an approachable, professional, and optimistic personal coach.
Flexible and Enjoyable Learning: We aimed to create a learning experience that adapts to busy lifestyles, making language learning effective but also fun and engaging.
I am grateful to have been involved in such an exciting and ambitious project.
Babbel took on the huge undertaking of rebranding its entire product. For years, Babbel had a traditional way of teaching language online, however, this was hindering innovation. The intention was clear: a new brand to enhance our premium positioning and align with our ecosystem of learning experiences.
Babbel worked with an external branding agency who kicked off the process with a series of bold visual explorations, setting the stage for the brand’s new look, feel, and voice. The design system team then began to update and build our internal design system, Grammar.
The approach
That's where I came in. As a product designer, my goal was to facilitate the delivery of the rebrand for the areas of the product I was responsible for, Babbel Live. I started by familiarizing myself with the new brand and playing around with the design system. It required high attention to detail, a critical mindset, and problem-solving to transform the Babbel Live user interface.
In order to achieve the delivery, I knew the importance of the details, both design and engineering needed to focus on this. I prepared my Figma files for seamless collaboration with the engineers and facilitated several meetings with them to ensure the work was clear.
The design system team set up the semantic tokens for the existing brand. Once the new brand was defined, they switched the tokens automatically. However, an eye for detail was necessary as some of the tokens did not work correctly in the context of the product and specific features.
The result
This was a huge feat for the company and the design team especially, as we not only rebranded the entire product but managed to do it all within the project deadline.
A Personal Language Coach: Babbel’s rebrand goes beyond language teaching, positioning itself as an approachable, professional, and optimistic personal coach.
Flexible and Enjoyable Learning: We aimed to create a learning experience that adapts to busy lifestyles, making language learning effective but also fun and engaging.
I am grateful to have been involved in such an exciting and ambitious project.
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Published on
February 5, 2025
