Purpose

Participated research and ideation phase, defining the campaign’s visual strategy. I also designed the AR experience, motion graphics, and illustration assets across playful digital touchpoints.

Duolingo Name Card #Name Matters

My Role

  • Visual Designer – Concept & Strategy

Responsibility

  • Visual Storytelling

  • Campaign ideation

  • Motion and AR

  • Interactive Concepting

  • Illustration

Timeline

  • 8 weeks

  • Spring 2024

Credits

  • The One Club Mentorship Program

  • Edelman Mentors

    Jesse Suchmann, ECD

    Megan Skelly, ECD

  • Creative Team

    Zixuan Zhang, Kefan Shi, Neige Guo, Gabriela Bastidas

Summary

Duolingo wanted a fun, shareable campaign to connect with Gen Z and millennials while staying true to their playful tone and Duo the Owl.

We created #NameMatters — a digital tool that makes name-sharing easier and more inclusive. It helps Gen Z overcome awkward moments, while fix the problem of mispronunciation.

Through The One Club program x Edelman, we finally had a pitch with James Kuczynski, Global Sr. Creative Director, Brand & Marketing at Duolingo.

#Name Matters. #Mispronunciation

Why this topic?

73% of ethnic minorities have their names mispronounced.

We found that name mispronunciation can cause name shame. It can impact cultural identity, especially for Gen Z international students.

Our Solution

The Duo e-ID

A fun way to share your name with the story and culture behind it.

  • Input your name + story

  • Record your voice

  • Generate your AR video

  • Share with friends and social media

Our Mission

Name sharing made simple and fun.

Timing

Name Share During Orientation Days

Easing awkward first meetings and helping Gen Z make social into playful moments.

Step 1:

Tell Your Story Name, background, and story.

Input your name + story

Step 2:

Say It Out Loud Record your name to guide pronunciation with emotion.

Record your voice

Step 3:

Making Names Shareable & Fun with AR & Gamification

Generate your AR video

Final Step :

Sharing with your friends and tag us on the social media!

Share with people

AR Filter Design

With Duo’s playful and quirky personality, I designed a set of interactive stickers using Spark AR. Stickers are a big part of self-expression on social media and daily life for Gen Z.

Result

A great Pitch to Duolingo!

The Name Matters project was completed in Spring 2024, thanks to the support of The One Club and Edelman team, our mentor, Jesse and Megan . After The One Club team group pitch, our group had the final opportunity to pitch our campaign to James Kuczynski, Global Sr. Creative Director, Brand & Marketing at Duolingo. Though our pitch wasn’t ultimately selected, the experience was invaluable.

Wishes

Polishing the Campaign/Product and Bringing Ideas to Life

We are grateful for the chance to create this campaign. It helped us sharpen our skills in design thinking, teamwork, user research, and execution. We’re excited about future opportunities to create meaningful and impactful products.

Embracing new possibilities with UX and exploring innovative solutions!

For my self-exploration, this project can be a turning point. It has triggered my interest in an exploration of Product Design and User Experience, which has also inspired me to push the my creative boundaries.

Thanks, Jesse! I am glad to the time with you and the team!