From landing pages to newsletters - Designing for Coursera’s Global Marketing
website
marketing
social media
Coursera’s marketing team operates at an extraordinary scale - launching global campaigns across landing pages, newsletters, and social platforms to engage millions of learners. But with rapid campaign cycles and varied content needs, maintaining consistency, speed, and brand integrity became increasingly difficult.
The client approached us to solve for the following challenges:
A high-frequency output across multiple channels - without compromising on quality or clarity
Maintain a unified brand experience across all assets to manage the increasing complexity
Modular design approach to support high volumes of content while staying flexible and easy to adapt
Adherence to the existing design language and system guidelines—without slowing down delivery
project outcomes
Baagh and thedesignproject, along with Coursera's marketing team at SeriesX Marketing, created a scalable UI system that elevated both execution speed and design consistency across campaigns. The new process became a systemized, agile workflow aligned with Coursera’s brand and business goals.
Rapid turnaround without compromising design quality
Consistent visual and UX standards across all assets
A flexible, modular UI system tailored for high-volume content needs
impact and reach
168m
Registered learners worldwide, highlighting the dominant reach of the brand
300+
Leading universities and companies including names like Stanford, Yale, Google and IBM
98%
Net Retention Rate for enterprise customers.
Every touchpoint we designed had the potential to influence learning journeys at a global scale. Our work helped streamline and scale these touchpoints, ensuring that Coursera’s message remained consistent, clear, and impactful across campaigns.
what we delivered
Turning Modules into Campaign Velocity
A unified set of design assets built on a custom UI module system - covering responsive landing pages, Linkedin and scalable social media creatives, and downloadable reports. Each asset was structured for reusability and alignment with Coursera’s design system, enabling a consistent experience across touchpoints.
Leveraging Coursera's Design System
To enable scalable marketing execution, we worked within the guardrails of Coursera’s existing design system - adapting, extending, and optimizing it specifically for our needs. Our goal was not to reinvent the system, but to translate it into a flexible toolkit that retained the brand’s identity while supporting high-velocity campaign work.
We developed a suite of reusable UI modules - hero blocks, banners, course highlights, and more - tailored for our use cases. These modules provided flexibility, allowing for quick content swaps while preserving layouts.
ongoing partnership
Our collaboration with the team continues as their preferred design partners. We support the team with design system guidance and asset creation for evolving campaign needs - helping the team scale creative output, maintain consistency, and adapt seamlessly as new initiatives and formats emerge.
