Black Math - Chegg Skills | Branding & Toolkits

Over the past decade, Chegg has helped millions of students overcome challenges and achieve their goals. Chegg Skills, one of their fastest growing branches offering targeted skilling programs to businesses & individuals, came to us with a challenge of their own: to create a powerful sub-identity for Chegg Skills that remains unified under the Chegg umbrella, but speaks to their unique business audience and product offerings.

Together, we embarked on a design journey informed by close collaboration with cross-functional teams and deep study of their products & value propositions. We visualized many roads, pathways, staircases, puzzles and styles along the way; and many Zoom calls later, we delivered a B2B-focused, premium extension of the established Chegg Horizon brand.

Our graphic system visualizes how Chegg Skills
positively reshapes individuals, teams, and organizations to fit ever-changing business needs.

People come in all shapes & sizes.

Chegg Skills celebrates every individual learner, wherever they are in their own personal journey.

And learning new skills allows people to become new versions of themselves: taking their original form, reshaping or growing their abilities, and adjusting to whatever is next for their career.

Together, these things represent the beauty (and challenges) of the modern workforce: constantly shifting & adapting to solve for collective growth.

Gaps are no longer holes—they are
opportunities for individuals to grow into.

Brand Guidelines

We developed a robust set of guidelines to ensure brand integrity, including a chapter on voice & tone, a library of edited stock imagery, and some embedded easter eggs for anyone who actually reads these documents.

Motion Toolkit

Once the identity was shaped, our team built a templated After Effects file for their video library: intros, outros, curriculum title cards, as well as animated logo files.

All title cards are designed with variable text length in mind, utilizing a thoughtful grid system & clear guides in the template, and dropdown menus for mix-and-match style & color combos.

Slide Deck Template

We also built a fresh new slide deck template with dozens of master slide types for marketing & sales presentation needs. When you say POWER, we say POINT!!!!

Figma Assets & Content Templates

To ease the handoff for future content creation, we built a large Figma document of editable working files for sample social, web, email, and event content. A key principle of this brand is that graphics should always be form-fit around image subjects in specific design applications, but the template file is set up for easy modification with embedded guidelines to follow.

Process & Exploration

Credits

Client: Chegg Skills

Creative Direction & Project Management:
Jeremy Sahlman, Alexandra Williams, Chrissy Eckman, Cheyenne Capri, Travis Tyler

BRANDING

• Exploration: Brian Gossett, Renaud Lavency, DaAe Kim, Rux Centea, Yifan Sun, Adabelle Tan, Chrissy Eckman, Wendy Huang, Alexandra Williams (support), Louie Jannetty (support)

• Guidelines: Chrissy Eckman, Savannah Walker, Travis Tyler, Cheyenne Capri, Adabelle Tan, Alexandra Williams

• 3D Design & Animation: Chantelle Gao, Evan Fellers (support)

MARKETING

• Motion Toolkit: Wendy Huang, Yifan Sun, Steve Madden (support), Celia Hsu (support)

• Edited Stock Photo Library: Noah Canavan, Cheyenne Capri (support), Travis Tyler (support)

• Figma Assets & Content Templates: Savannah Walker, Chrissy Eckman, Adabelle Tan

• Slide Deck Template: Rux Centea, Chrissy Eckman

Case Study Content: Rux Centea (asset design), Wendy Huang (animation),
Chrissy Eckman (animation + page layout)

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Produced by Black Math

Executive Team: Jeremy Sahlman (ECD), Evan Fellers (CEO),
Alexandra Williams (EP, Boston), Stephanie Rabins (EP, New York)