Rebrand · Flatiron School
Flatiron School Rebrand
A full brand refresh that took Flatiron from "coding bootcamp" to a catalyst for meaningful change, built in-house in nine months.
The challenge
Make the brand match the company it had become.
Flatiron School had grown into an outcomes-driven tech school with partners like Amazon, Harvard, and NASA and thousands of alumni at top companies. The marketing still said "coding bootcamp." My job was to close that gap, for both B2B and B2C audiences, and give the brand one clear identity.
"Our brand is like meeting someone off a dating app. I can't figure out who Flatiron School is."From our stakeholder interviews
Before
"Flatiron School is a coding bootcamp."
After
Flatiron School is a catalyst for meaningful change.
The identity
A whole new brand, built in-house.
A rebalanced logomark, now two equal slashes for our two equal sides, B2B and B2C, students and instructors. A bold color system, a full type system, photography direction, and an icon set. Built internally, so the team that made it owned it.
The palette
Colors built to stand out in a sea of blue and red.
The website
A full B2C and B2B site, in the new brand.
The rebrand went live across a complete website redesign, leading with what actually moves people: real student outcomes and the community behind them, tuned separately for prospective students and enterprise partners.
My role: I owned the brand direction and ran the outside agency that designed and built the site, writing the brief, directing the creative, and steering the project from kickoff to launch.
Courses
Career Services
Community
The brand in the wild
Serious cause, human warmth.
Across social, ads, and collateral, the brand led with the people and the outcomes, never the curriculum.
Leading the team
I built the team while I built the brand.
There was no team in place when I arrived. I grew it from 5 to 25 in nine months, hired 8 direct reports across content, creative, SEO, social, and paid, and wrote the onboarding program every new hire came through. The brand and the team grew up together.
The new brand's first activation
Tech Girl Summer put the rebrand to work, turning a $52K budget into $250K and becoming the event of the quarter.
What made it work
Brand strategy is the brief
Every design decision, campaign, and hire got easier because the positioning was clear first. Good creative direction starts with a defensible point of view.
Own the brand in-house
Building the brand internally meant the team understood it, owned it, and activated it immediately, no handoff, no translation lost.