Chegg

Chegg is an edtech brand designed to help students learn with step-by-step solutions and 24/7 support from real subject-matter experts. Geared towards college students, Chegg offers monthly subscriptions with AI-supported homework tools. The brand differentiates itself with an extra layer of support: the option to send questions to real experts for verified solutions. Students can learn with confidence with Chegg.

Work:

Created brand messaging for the $12M Spring Rush campaign, “Get a grip on college with Chegg”. Launched the brand’s first-ever mascot, Ace the octopus, by developing voice and positioning guidelines, a character persona, and collaborating with the ACD of Design. Oversaw UX and UI copy for the launch of major product debuts, Solution Scout and Freemium. Managed team of 5 copywriters and led Creative Marketing team alongside ACD of Design in all initiatives.

2025 Spring Rush Campaign: Get a grip on college with Chegg

Created brand messaging and oversaw the execution of campaign assets across all channels. Also wrote script for two CTV campaign ads with Creative Director that saw unprecedented success for awareness.

Creative Director. Nina Smith. ACD of Design: Claire Fraze. Production agency: Unentitled. Copywriters, designers and our marketing partners!

Launched Brand Mascot, Ace The Octopus

Developed brand voice and persona guidelines for the company’s first-ever mascot, Ace the octopus. In order to connect directly with students and make our product feel more personable, we launched a mascot and introduced her in the Spring Rush campaign. Ace was a physical manifestation of the brand in the form of an orange cephalopod. I created a strategic persona guide that dictated how Ace fit into the brand’s architecture. a.k.a. how she sounded, where she showed up in the marketing funnel, and how she supported students.