A digital platform that allows independent professionals to easily create online courses, Teachable has helped more than 100,000 creators earn over $1 billion from online courses.
For their first-ever brand awareness campaign, we partnered with Teachable to share their mission with the world and set their vision for years to come. Every step of the way, our goal was to connect with creators on an emotional level, recognizing their passions, trials, and tribulations, all while demonstrating Teachable’s functional benefits and great ease of use.
Understanding our target audiences was essential, and, once we identified the core three, we conducted extensive interviews to understand their careers and lives as well as Teachable’s role in both.
These discussions informed motivations, barriers to entry, and the needs from the platform — insights that defined our approach — outputs and outcomes — moving forward.
From pie making to hand stitching to animation lighting, we all have something to teach, and that knowledge is inherently valuable.
This was our opportunity to tell personal stories about creators and the profound impact that Teachable has had for them — opening the door to the workspaces of our creators, showing the details of their process in all its colorful, imperfect, and authentic glory.
We crafted a series of scripts that distilled the Teachable offering into three message points, clarifying their value prop, aligning with audience segmentation, and providing a simple narrative framework for infinite use into the future.
The tagline system we developed emphasizes the joy of teaching and embodies Teachable’s impact and opportunity.
The flexibility of this line lends itself to any kind of knowledge, furthering the vast and growing catalog of valuable knowledge.
Expanding their strong graphic foundation was crucial to the success of this campaign.
We brought their core brand elements to life through a typographic system and a seamless, fluid motion behavior that represents the functionality of their tools and product.
“With this campaign, we’re responding to the growing demand for a more intuitive and passion-focused way to work and earn. Our first-ever brand campaign cements Teachable as the go-to platform for creators looking to put their knowledge to work and build successful businesses—seamlessly and stress-free.
The team at Sibling delivered a campaign that effortlessly reflects our founding belief that shared knowledge has the power to change lives.”
– Bethany Cantor, Director of Brand and Content Marketing at Teachable