Pluralsight—Designing for an elusive audience
Digital Campaign
LAUNCHED 2023
Designing various digital touchpoints for a global advertising campaign.
My contributions:
UX & Product Strategy
User Interface Design
Graphic Design
Credits:
Stefan Hajek (Executive Creative Director)
Patrick Halferty (Creative Director)
David Walsen (Creative Direction)
Veda Nagpurkar (Senior Designer)
Jaime Diskin (Senior Strategist)
Ellen Hafer (Senior Designer)
Scout Shannon (Senior Copywriter)
Kevin Zwier (Senior Copywriter)
Julianne Anderson (Senior Copywriter)
Kin Lok (Designer)
My contributions:
UX & Product Strategy
User Interface Design
Graphic Design
Credits:
Stefan Hajek (Executive Creative Director)
Patrick Halferty (Creative Director)
David Walsen (Creative Direction)
Veda Nagpurkar (Senior Designer)
Jaime Diskin (Senior Strategist)
Ellen Hafer (Senior Designer)
Scout Shannon (Senior Copywriter)
Kevin Zwier (Senior Copywriter)
Julianne Anderson (Senior Copywriter)
Kin Lok (Designer)
The Problem
How do you authentically reach one of the toughest audiences in marketing — developers? That was the challenge when Designit was approached by Pluralsight, a tech-skills training platform. The tech community notoriously hates traditional advertising — like, really hates it.
To break through, Designit created a two-season mockumentary series that was both ridiculous and relatable. The campaign became Pluralsight’s most successful to date.
After the first season built strong brand awareness, our next goal was to convert that audience into customers and drive deeper engagement. I contributed as part of the design team, focusing on the landing page, social media assets, and web advertisements.
An ever-elusive tech audience
How do you authentically reach one of the toughest audiences in marketing — developers? That was the challenge when Designit was approached by Pluralsight, a tech-skills training platform. The tech community notoriously hates traditional advertising — like, really hates it.
To break through, Designit created a two-season mockumentary series that was both ridiculous and relatable. The campaign became Pluralsight’s most successful to date.
After the first season built strong brand awareness, our next goal was to convert that audience into customers and drive deeper engagement. I contributed as part of the design team, focusing on the landing page, social media assets, and web advertisements.
Landing page components overview
Our Approach
To turn awareness into action, we led with a direct, bold, and value-first strategy. We amplified dramatic, comical photography from the mockumentary, paired it with strong, relatable copy, and surfaced key statistics across web and social channels. The goal: make developers feel seen, not sold to.
Heroing relatable copy and value propositions
To turn awareness into action, we led with a direct, bold, and value-first strategy. We amplified dramatic, comical photography from the mockumentary, paired it with strong, relatable copy, and surfaced key statistics across web and social channels. The goal: make developers feel seen, not sold to.
Redesigned card layout
A mobile-first design approach
Instagram posts
Google advertisements
Redesigning for engagement
Working closely with web analysts, we discovered an unexpected pattern — users were clicking on videos lower on the page, skipping the more valuable content at the top.
To fix this, we redesigned the card layouts to include stronger contextual framing, clearer value propositions, and more direct calls to action. This helped guide viewers to the most relevant and valuable episodes first.
Responsive card design
The results?
2.2M clicks, 1.01M page sessions, and 703M impressions.
Our designs helped Pluralsight reach new heights, transforming brand awareness into measurable engagement and growth.