in spring of 2021, i led a project at all purpose to merge and rebrand two disparate IBM free skills and education programs—SkillsBuild.org and Open P-TECH—into one platform, brand and marketing website: IBM SkillsBuild. my work on this project included project management, core messaging, brand and content strategy, as well as UX copywriting. I was the primary client-facing contact, maintaining relationships with the two IBM teams, and collaborating with our internal design and development teams, along with other stakeholders to ensure we were able to launch against an extremely tight deadline.
Proposed archetypes for the new brand.
Proposed differentiators for the new brand.
Lead space of the new IBM SkillsBuild homepage.
Lead space for the persona-specific page for students, aged 13 to 18.
A curriculum page within the course catalog for students.
Lead space for persona-specific page for educators.
Value proposition points on the educator-specific persona page.
Stat and additional value proposition points on the student-specific persona page.
Lead space for persona-specific page for job seekers.