Duolingo — Creative at Scale
Duolingo’s creative doesn’t just need to look good, it needs to perform repeatedly across formats and markets.
I worked with the team to build a system that could generate, test, and scale ideas without losing what makes the brand work.
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From Testing → Scale
Insights from performance didn’t stay in small formats.
They informed larger campaigns and media buys — allowing Duolingo to scale creative with confidence in new markets.
Testing in Practice
Simple variations revealed meaningful differences.
By isolating specific elements — UI, copy, timing — we could understand what actually drove engagement and conversion.
Tools + Build
To support this, we helped scope and build a system within After Effects that allowed for rapid iteration.
Expressions enabled:
quick swapping of UI elements
consistent formatting across variations
faster production without sacrificing control
This made testing not just possible — but efficient.
Applications Across Surfaces
The same learnings carried into product-facing surfaces like the App Store.
I helped design assets that reflected what we knew worked — aligning brand expression with proven performance insights.
Outcome
A scalable creative system that allowed Duolingo to rapidly test, iterate, and expand ideas across channels — while maintaining a consistent and recognizable brand voice.
Role
Senior Designer / Art Director
Worked across performance and brand — helping define and scale a modular creative system in collaboration with Duolingo’s internal team.