Rebranding the AI Learning Experience

Overview

Build Club is a Blackbird VC-funded startup creating the benchmark for ‘AI-first talent’ through their training campus. They needed a digital presence that would stand out in the crowded AI education space while building a vibrant community of 10,000+ builders.

I designed two interconnected web experiences: the main Build Club platform emphasizing accessibility and playfulness, and Build Club: Accelerator, a premium six-week program requiring a distinct, high-performance identity.

Main Platform

Build Club Main Brand

Research showed successful learning platforms increasingly use gamification to maintain engagement. I identified an opportunity to:

• Reference early tech culture’s optimism and experimentation
• Use vibrant colors that reject traditional edu-tech corporate blues
• Implement gaming-inspired interactions that reward exploration
• Create subtle nods to classic tech interfaces with modern execution

Accelerator Platform

Build Club: Accelerator

The Accelerator required differentiation while maintaining brand coherence. Key strategic decisions:

• Position the program as an exclusive experience, not just education
• Emphasize the San Francisco relocation as a premium journey
• Balance intensity with the parent brand’s playfulness
• Use materiality (3D metallic elements) to signal elevated prestige