CHEGG PERKS
Who doesn't love added benefits to a subscription that they already have? With Perks, we aimed to enhance the overall value of our subscriptions and further strengthen our student-centric identity.
ROLE: Creative Direction, Design, Animation
TEAM: Chegg Creative Marketing
This campaign was crafted to forge impactful partnerships with renowned brands such as DoorDash and Calm. Our objective was to position Chegg at the forefront, while seamlessly integrating our partners, ensuring that their presence enhances rather than overshadows our brand.
In 2023, we had
243k activations
In-office celebration at our HQ, for the launch of Chegg Perks.
Tasty chocolates and donuts!
VISUAL OVERVIEW
For version 1.0 of this campaign, we embraced a design direction inspired by Exploration 3, aptly titled "Student Perks." However, a leadership decision led to the exclusion of the student perks logo mark. The initial segment of this campaign featured only the logo lockup of our logo and partner logos. Subsequently, the "Chegg Perks" name was reintegrated.
LOGO LOCK UPS
Pulling inspiration from our partner cards in our 3rd exploration, we created a simplified lockup for Chegg & partners.
We would eventually bring the title "Chegg Perks" back but for iteration 1.0, we opted to omit any specific name.
KEY IMAGES
Hours, and hours, and hours were spent searching through stock images. The ultimate goal was to gather the best ones to include in a library of images for the rest of the team to use.
This task became such a hefty challenge to find not only images that were on brand as possible, but also conveyed the look, feel, and styling we were aiming for with the campaign.
ILLUSTRATION
& ANIMATION
Edited existing illustrations from our library and made a few net new ones to meet the needs of the Perks program.
Animations done by Sean Caesar
(Chegg's multimedia wizard)
EARLY EXPLORATIONS
01
IT'S A PLUS
Chegg Study Pack already provides a lot and with student perks adds even more value for students. Support, plus savings, plus calm, plus french fries! Visually we will lean in on the idea of adding to their life with Chegg Student perks, both literally (with the word mark) and figuratively (in concept). This will come to life through iconography, stacked photography and motion cycles.
02
MORE SMILES
Chegg is doing even more to make the Study Pack package more useful to students. This means we can happily support the whole student. Utilizing circular forms, accents of saturated colour and graphic, minimal photography, we will visually lean into “well rounded joy!” A friendly, graphic approach that gives a few more reasons to smile.
03
STUDENT PERKS
The concept that inspired it all. By utilizing our existing product card layout we created partner card components, giving us the ability to further our storytelling. The joyful Chegg smiley student perks lock up pairs simply with partner brand logos, while still working harmoniously in the brand orange. With accents of saturated color, gridded layouts and editorial photography pairings, the system had the foundation to expand seamlessly as we added more partners.
CHEGG PERKS 2.0
WHAT'S NEW?
The team went back to the name Chegg Perks per a request from leadership.
The "bento box" was born and dark outlines/drop shadows replaced the colored ones of version one.
Tinder & Prezi joined the Perks club!
I took a step back from the Chegg Perks world after the initial conception & launch of the campaign. I still worked on a few things here & there. The program has continued to evolve & succeed!
