Certification

Product

Development

Overview

A professional training organization needed to elevate a certification program to compete with enterprise-level providers. The existing materials were functional but lacked cohesion, polish, and a strong brand presence. I led the creative direction and multi-channel redesign of the certification product—transforming it into a premium offering that allowed the company to charge Fortune 500–level pricing and expand its training program portfolio.

People sitting at a long wooden table in a meeting room, some taking notes, during a discussion on a sunny day.

The Challenge

  • Training materials lacked a modern, cohesive visual identity

  • The product did not reflect the value or expertise of the organization

  • The market was dominated by larger companies with professionally produced courses

  • The business needed a premium, credible learning experience to support higher pricing

  • Materials from different contributors were inconsistent and misaligned with brand expectations

The goal was to create a unified, elevated learning product that would strengthen market perception and deliver a polished, instructor-ready experience.

A business meeting in a modern conference room with seven people, a man standing and pointing at a large digital screen, six seated around a white table, some with laptops and tablets, during daytime with natural light from windows, wooden floor, and potted plants.
Screenshot of an online student dashboard with menu options on the left, quick access icons in the center, and upcoming deadlines and government jobs listed below.

Strategic Approach

I began by reviewing competitive certification products to identify design, structural, and branding benchmarks. With this research, I established a premium visual direction that aligned with industry expectations while maintaining the organization’s unique identity.

Key goals:

  • Create a polished, cohesive system across all training materials

  • Design a multi-channel asset suite suitable for instruction, self-guided learning, and long-term reference

  • Ensure the product visually aligned with enterprise training standards

  • Build a scalable foundation for future certification courses

  • Improve workflow efficiency for both internal teams and freelance contractors

A wooden table with scattered papers, including a sheet titled 'Mindful Habits' that has a circular diagram with steps like 'Notice,' 'Pause,' 'Choose,' 'Act,' and 'Reflect.'

Creative Solution

1. Visual Identity for the Certification Program

I developed a complete visual system that included typography, color palettes, iconography, chapter styling, diagrams, and thematic elements to establish a premium, consistent look across all materials.

2. Multi-Channel Asset Suite

I designed interconnected assets that worked together to create a seamless learning experience:

  • PowerPoint template: instructor slides with modular layouts, educational pacing, and visual hierarchy

  • InDesign workbook: structured for guided learning, note-taking, exercises, and certification readiness

  • Brand-aligned diagrams & data visualizations: clear, modern, and instructional

  • Cover design & visual theming: gave the product a polished, enterprise-grade feel

3. Collaborative Workflow & Contractor Management

I worked cross-functionally with writers, trainers, SMEs, and external contractors to maintain design consistency, align content flow with visual pacing, and ensure accurate execution across all channels. I coordinated reviews, provided direction, and established visual standards the team could follow.

Business meeting in a conference room with a presenter standing near a large screen and attendees seated around a table with laptops and gift bags.

Outcome

The redesigned certification product delivered immediate and measurable results:

  • The launch generated enough revenue for the organization to fund and pilot several additional certification programs

  • The product achieved a premium market perception, allowing the company to charge at the same level as Fortune 500 competitors

  • Trainers and facilitators reported improved clarity and ease of use due to consistent layouts and structured visual hierarchy

  • Contractors and internal teams were able to produce new materials more efficiently using the visual system

  • The new design established a scalable foundation for future product expansions

This project demonstrated how thoughtful creative direction, unified visual systems, and cross-channel design can transform a training product into a high-value, market-ready offering.