Babbel
I led Babbel through its first global rebrand in a decade.
The project began with in-depth interviews I conducted with executives, customers, and prospects to clarify positioning and reasons to believe.
I then wrote a new Brand Manifesto and partnered with Koto Studio to develop a fresh, eye-catching identity. I oversaw its rollout across every touchpoint, including the app.
This work positioned Babbel for its next phase of growth in an increasingly competitive market.
A Rebrand for the Future
The key insight was that learners are motivated by three drivers: meaning (true connection to culture), security (the confidence to solve problems independently), and achievement (a sense of personal pride). In essence, learning a language is transformative. This idea of Babbel as a catalyst for personal transformation through tailored coaching became the core of the strategy.
Presenting the new Babbel brand.
Brand Campaigns
I led the development of several brand campaigns that aired on television in the DACH market and ran across online and out-of-home channels.
My role spanned the full process: uncovering the key insight, writing the creative brief, collaborating with the Creative Director on concept and script, and overseeing the shoot and post-production.
One standout campaign, Tearfully Beautiful, dramatized the pride learners feel when they realize they’ve understood a foreign language in real life. In the film, our protagonist overhears a private conversation and, thrilled by her sudden comprehension, stands up and exclaims, “How wonderful!” — completely ignoring that the exchange was actually about something sad.
The spot captured the humor and intensity of that breakthrough moment when learning with Babbel finally “clicks.”
Tearfully Beautiful (for DACH market)
Partnership: Arnold Schwarzenegger
When seeking a celebrity who could embody the idea of a coach, Arnold Schwarzenegger was the clear choice. Through his Pump Club app, newsletter, and podcast, he had already built a highly successful platform around fitness, mindset, and growth.
I worked directly with his team to secure Babbel as Pump Club’s first brand sponsor. One of the many resulting promotions was a video shared from Arnold’s official Instagram account.
Babbel x Arnold’s Pump Club Instagram Story