10 years ago, Codecademy was an early entry into the ed tech space. Fast forward to today and they find themselves in an increasingly crowded industry. With awareness slowly declining over time and competition creeping up, it was time to invest in the brand.

The best brands in the world build true equity by tapping into deeper human needs—and we found inspiration in the conversations of our community and the ever changing world. Work is different now. The pandemic really changed people's perspective on their lives and their work. People want flexibility. They want control. They want opportunity. They want freedom to work from anywhere. They want to see their family more. They want to earn a decent living. But at the same time, people are as different as ever. Work and life goals are not one size fits all. We're all searching for uniquely personal outcomes.

You've seen the articles around The Great Resignation. The crux of our brand story is around inspiring people—showing them the possibility and freedom that a career in tech can provide. “Live by Your Own Code” speaks to the deep emotional need to have personal agency. Freedom, flexibility, and control in our own personal outcomes.

Campaign assets consisted of a series of wild postings—with big punchy, pithy headlines, interactive digital banners, and short motion pieces. This campaign became the first execution of Codecademy's mission to empower inspiring careers in technology—setting the groundwork for further creative work to come.