In 2024, Babbel underwent a comprehensive rebrand to refresh its visual identity and better reflect the company's mission to make language learning accessible and effective for everyone.
My Role
As Tech Lead, I coordinated technical execution across 300+ contributors over six months to ensure on-time delivery and alignment with strategic objectives. This involved coordinating engineering teams across mobile, web, and backend systems to implement the new brand identity consistently across all customer touchpoints.
The Challenge
A rebrand at Babbel's scale required meticulous coordination across:
- Multiple product teams working on different platforms (iOS, Android, Web)
- Backend systems and APIs that needed to support new branding elements
- Hundreds of screens and components across the entire product ecosystem
- Marketing websites, emails, and external-facing materials
- Maintaining product velocity while implementing sweeping design changes
The Approach
The rebrand required a systematic approach to ensure consistency and quality:
- Establish design systems: Create scalable design tokens and component libraries that could be applied across all platforms
- Coordinate implementation: Work with 300+ contributors including engineers, designers, and product managers to implement changes systematically
- Quality assurance: Ensure brand consistency across all touchpoints while maintaining product stability
- Timeline management: Keep all teams aligned on the six-month delivery timeline
Impact
- Successfully delivered the rebrand on time across all platforms
- Coordinated 300+ contributors without disrupting product development velocity
- Established scalable design systems that continue to benefit the organization
- Refreshed Babbel's brand to better reflect its mission and values
About the New Brand
The rebrand introduced a new language for Babbel—one that's warmer, more conversational, and more human. It reflects the reality that language learning is personal, social, and deeply connected to human experience.