LET YOUR AMBITION SPEAK
Lingoda’s brand refresh was an opportunity to rethink how the product speaks.
Together with Verve, we worked towards redefining Lignoda's strategy and the tone of voice across product and marketing. Including landing pages, UI copy, CRM journeys and the voice of Lin, our student companion. Every touchpoint was designed to feel clear, supportive and motivating, helping learners move through their journey with less friction and more confidence.
GUIDED BY AMBITION
Built from the Lingoda logo, our system zooms in and out to mirror the learner’s journey.
Zooming in
Zooming in → the comma becomes a lens, focusing on what matters most: your ambition.
Zooming out
Zooming out → the dot becomes the guide, a fixed point of orientation on your path.
.png)
Progress is stronger when shared. The guiding dot leads forward, while community forms around it. Goals become collective journeys.
And a sense of belonging grows along the way.
.png)
![90969 [Converted].png](https://static.wixstatic.com/media/dab3ce_69719e719e7f43e7af59c862b55fe368~mv2.png/v1/crop/x_0,y_942,w_4167,h_2283/fill/w_1225,h_736,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/90969%20%5BConverted%5D.png)
.png)
WRITING COPY FOR THE APP
The aim for the app copy was clear: guide users with ease. From booking a first class to personalised practice exercises and intentional microcopy, every touchpoint was shaped to make the experience feel effortless — from the first tap to the final step.
WRITING COPY FOR PRODUCT
I brought the Lingoda brand to life in product by aligning copy and core UI elements to create motivating and recognisable learner experiences. The work focused on making learning more enjoyable through clear guidance at every step.
The aim is subtle but powerful:
Offer clear guidance at every step in their journey
Strengthen the community by visualising ambition
Reduce friction while booking or scheduling a class
Describe your image
Describe your image
Describe your image
Describe your image
LINGODA STUDENT COMPANION
Meet Lin!
Lin is a digital companion woven into our learners' learning journey.
I shaped Lin’s voice and in-product role to create supportive moments that recognise learner progress through rewards and milestone reveals. Helpful but never overbearing, Lin is always purposeful — with just the right touch of playfulness.
.png)
.png)
.png)
APPLICATION OF LIN
Lin reveals surprises — awards, gifts, or milestones unlocked after completing levels or exercises. These moments create delight while reinforcing progress.
CREDITS
VP OF BRAND
Adrian Evans
EXTERNAL AGENCY
Verve
UI/UX DESGINER
Tatiana Hariki
ART DIRECTOR
Bruna Vasconcellos
Madison Whalen
COPYWRITER
Riya Dosani