Vilnius Coding School, nine months of campaigns in one voice.
- Client
- Vilnius Coding School
- Role
- Sole in-house designer: campaigns, social, email, landing pages in code
- Year
- 2025 to 2026
- Where
- In-house, Vilnius Coding School
The brief
One of Lithuania's largest tech career schools, with a marketing calendar that never stops: a new programme, a new price, a new deadline every week, and ads that looked like everyone else's.
What I did
Every banner, post, email, course thumbnail and landing page for nine months, about a thousand files. From May I changed what a tile is allowed to say: one idea, the question the reader already has, one blue, no starbursts. No rebrand, no new logo, and every campaign still shipped on time.
What it shows
What a monthly design partner looks like in practice: volume without drift, and a change of voice made from inside the queue rather than by a rebrand. The full case study is on this page.
The same programmes, the same budget, a calmer and more specific voice.
From late spring I changed the rules for every asset going out, and kept them simply by being the person who made all of them. No new logo, no new palette, no brandbook required. The change is in what a tile is allowed to say and how much it is allowed to shout.
Before
- MessageDiscount, deadline, seats left
- HeadlineA claim or an order
- VisualStickers, starbursts, 3D gifts, stock reactions
- ColourBlue, green, black and yellow competing
- TypeWhatever fitted the tile
- DensityThree to five elements asking for attention
After
- MessageOne idea per tile. Price shown as a fact, not a deal
- HeadlineThe question the reader is already asking
- VisualOne object, one interface fragment or one person at rest
- ColourOne blue on white or on itself; green demoted to a small pill
- TypeOne family, one scale, blue for the operative word
- DensityHeadline, support line, one row of chips
Confidence is the absence of a starburst.
Ten to fifteen finished assets a week, for nine months.
A typical campaign brief arrives on Monday as a programme name, a date and a price. By Wednesday it is a message with three headline variants, each exported in four placements (square, portrait, story, landscape), plus a landing-page banner and, when the budget allows, an animated version. The counts below come from my project archive, one folder per campaign.
- Paid-social banner sets61
- Organic posts and carousels38 campaigns
- Course thumbnails for the learning platform42
- Email newsletters4
- Website pop-ups2
- Campaigns with animated versions27
- Partner “Approved by” sets4 partners
- Landing pages in code3
- Anniversary mark, covers, signatures1 set
The same rules, carried into every size the school uses: stories, animated banners, Performance Max and YouTube placements, partner carousels, course thumbnails, emails and the small formats that make a brand feel finished.
AI assistants and Claude, August 2026
A launch in the most crowded category there is. Instead of “learn AI”, four headlines that are questions or admissions the reader already has: “Kiek darbo AI galėtų atlikti vietoje jūsų?”, “Užteks žaisti su promptais”, “Kai ChatGPT nebeužtenka”. Interface fragments do the explaining, and a logo row is the only proof needed.
Awareness test, February 2026
The first experiment in the new direction, run as an A/B test against the inherited style: one object on a flat ground, a question as the headline, no price and no deadline. It is the tile that earned permission for everything after it.
Mentoriai, June 2026
A new 1:1 mentorship service launched from zero: its own sub-brand inside the school, a price ladder, paid and organic sets, and a landing page plus a mentors directory that I designed and built in code.
Alongside production I audited the brand against five competitors, reviewed six months of Meta advertising with an external specialist, and wrote positioning and tone-of-voice principles for the team. I also designed website concepts in Figma and a ten-year anniversary mark. Some of that work is still internal; the banners above are where it became visible.
Need something like this? Campaign sets, brand identity, landing pages and print, per project or as a monthly design partner.
Three lines are enough: what you sell, what you need, and when. The price is confirmed before anything starts.
Write to me ›What I inherited: every tile shouting something different.
When I joined, the school's ads did what the whole category does: discounts, countdowns, starbursts, gifts, a Santa in December. Each banner carried three or four messages and its own typographic idea, and the blue, green and black palette was applied differently every time. It converted during funding-deadline pushes, but it made the school look like every other bootcamp, and every new asset became a fresh negotiation.
For the first months I kept the pace and the briefs, and used them to learn the audience, the programmes and what the sales team actually needed. In parallel I audited the brand against five competitors, reviewed six months of Meta advertising, and wrote down the tone-of-voice principles the second half of the year would follow.
Nine months, about a thousand assets, and a change of voice you can see.
The situation
A school with a marketing calendar that never stops, and ads that did what the whole category does: discounts, countdowns, starbursts, a Santa in December.
What changed
From May, one idea per tile, the question the reader is already asking, one blue. No rebrand, no new logo, and every campaign still shipped on time.
