Awari
Building an illustrative visual language for a growing company
The venture-backed education startup Awari saw significant shifts in their product throughout the years, going from single-buy cohort-based programs, to job guarantee, to their latest annual membership.
With these changes came the need to reinvent their visual identity in order to reach new leads. Each time, I delivered graphic art pieces, illustrations and collages following briefs by the marketing and product teams.
Year
2020 - 2022
Scope of Work
Graphic Design
Illustration
3D Illustration
UI Design
The first product expansion
In 2020, Awari, a YC and Latitud-backed startup, expanded its course offerings and needed an ad campaign to attract professionals. I designed a cohesive, tech-focused campaign using Awari's brand colors and graphics to appeal to diverse tech professionals, ensuring the ads performed well across Facebook, Instagram, and LinkedIn.
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An out of the box campaign
After the success of their first round of advertising, Awari was curious what public they could reach by using colors, textures and an illustration style that was unlike any other education companies in Latam.
AUDIENCE
"We want to reach people who haven't heard about us"
COMMUNICATION SYSTEM
Social Media Content for community engagement and to showcase the creative media out to potential leads
The solution
I designed a campaign that communicates the idea of learning new tech skills, but that contains unconventional illustrative elements, textures, and a color palette aimed to catch the viewers attention.
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APPROVED SKETCHES
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Creating sitewide illustrated assets
In 2021, Awari unified its course visuals, replacing inconsistent designs with a cohesive look. Using a new color palette and hand-painted textures, each course area had its own theme—like light blue for Design—making it easier for students to identify fields. This refresh made the site more engaging and allowed consistent use across the platform and marketing materials.
Bringing in a human touch
In 2022, I led a full redesign of Awari’s website, adding photos to make it more relatable. For over 40 programs, I created custom headers blending human images with illustrations, making each course visually engaging and aligned with Awari’s style.
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Black Friday Campaign
For Black Friday 2022, Awari used bold ads with a new color palette—dark blue, black, and lime green—to capture attention and drive record leads. This style guided the landing pages and platform, creating a cohesive, eye-catching look across the site without altering its core design.
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