Penn State was experiencing change fatigue. Every year brought another technology shake-up, and now it was Lynda.com’s turn. While differences existed, LinkedIn Learning basically repackaged Lynda.com content in a new interface. Our goal was to get the Penn State community to embrace the change and complete the necessary activation steps to make a seamless transition to LinkedIn Learning.

We decided on a light-hearted approach. “Lynda.com is evolving, so you can too” and “Goodbye Lynda.com, Hello LinkedIn Learning” were chosen as friendly, innocuous taglines. Combined with clear, repeated instructional communications at every touchpoint and a new website, we made the evolution as easy as possible. Visually, we used a mixture of Penn State photos and illustrations with a calm, reassuring color palette to thread the needle between LinkedIn Learning’s and Penn State’s branding. When the dust settled, Penn State University scored in the highest percentile of activations, percentage of repeat learners, and videos per user among similarly-sized universities.

Additional Credits:
Travis Johnson, writer
Talia Barns, graphic design
Cyndi Carey, web design