Elastic Tradecraft School
Started as a pilot program for Elastic users in Australia. A series of training classes were designed specifically for the users in that region to help answer their specific questions and have training courses on certain products. A lot of collaboration with content writers and Elastic team members in Australia helped create a fun, social campaign to generate awareness about the program.
Below were some of the ads designed. Stages of A/B testing allowed us to understand which ads were more engaging with audience members. Having colorful ads on white backgrounds were more successful and the type of ad success also depended on the platform that the ads were being posted to.
Badges
Security badges were created for users to post on their LinkedIn profiles as an engaging way to showcase achievement and try to collect them all. Security classes were the first set of training courses released. The motif for all badges were gears representing the workshop aspect of these trainings. The shield icon appearing on the top is also part of Elastic's brand to represent security. Other icons on sides of the gear represent the topic of the training class.
Observability classes were the next set of training series that were created and needed badges. Since the program was expanding to possibly infinite amount of products and topics, each badge was simplified a little bit. By replacing icons on either side and just using dot spacers. Each product training set would feature a different style gear badge with the product icon on top. Colors would keep to the brand's color scheme but could also be multicolored.
Scaling and Templatizing
As the program expanded and potentially would be the blueprint for other regions. Templatization of announcing upcoming workshops, speakers and save the dates were designed for higher efficiency.
Workshop numbers, workshop titles, speaker photos, descriptions and dates were editable properties for the events team. Badge graphics were replaceable with the corresponding badges.
Certificates with users name of completion, presentations for the workshops were also all templatized.
These type of more detailed ads were posted for LinkedIn, while the more game-like type of ads were posted for Twitter.
