Preply’s Rebrand: One Year On
When we reimagined Preply’s brand identity a year ago, it was more than just a fresh look — it was a renewed commitment to what we stand for: connecting learners with the best tutors, crafting personalized learning journeys, and fueling the motivation that drives real progress.
One year in, we’re reflecting on the impact of this transformation. How has it shaped Preply? What have we learned from our learners and tutors? In our new story, Chief Brand Officer Sofia Tavares and Chief Product Officer Josh Crossick share their perspectives on how 2024 has redefined progress — through challenges, successes, and the moments that truly mattered.
What were the main goals behind Preply’s rebranding last year?
Sofia: Preply was in a very privileged position — we’d grown so much because we have a great product, and people genuinely love using it. But as a company, we felt ready to take things to the next level. That meant building a platform for the future, one that could support bigger ambitions, like larger marketing investments, and better reflect who we are.
To do that, we started by creating a cohesive narrative that unified all elements of our brand: the visuals you see at every touchpoint, the way we sound, and the unique stories that set us apart.
The bigger goal was to create something consistent and inspiring that would take Preply to new heights.
What unique value or positioning did you want to achieve through this rebranding that sets Preply apart?
Sofia: We wanted to make sure there was a strong connection between how our brand looks and sounds, and what our product is really about.
You can only truly progress when you have a tutor by your side — motivating, guiding, and supporting you every step of the way. So, we developed a tone of voice that reflects the qualities of “that one teacher” who made a lasting impact on your life and helped you reach your goal and potential.
At the same time, we keep investing in the platform to really reflect the journey you have while learning a language.
During this year, what were the most unexpected challenges or wins related to rebranding, and how did they shape Preply’s direction?
Sofia: I wouldn’t say there were any truly unexpected challenges, but there were definitely obstacles to overcome. The biggest was probably balancing a smooth, well-executed rebranding with all the other priorities within the company.
The biggest win was seeing our team develop an extraordinary sense of pride in Preply. I think everyone felt very motivated by our vision and mission, and this project really brought us together, showcasing the incredible things we can achieve as a team.
Josh: One of the biggest wins we’ve had is simply in the quality of what we’re able to deliver as a team. Preply moves incredibly fast, and we’re always improving the experience — sometimes with small changes, sometimes with big ones.
But after doing that for a number of years, you can end up with a lot of small parts about the experience that don’t hang together perfectly. The rebrand gave us an opportunity to reset: clean up that “UX debt” and redefine the baseline for our product design quality. Now when we design and build new products we’re starting from a much stronger foundation, and we’re working to a higher quality bar. That lifts the whole experience on Preply, and makes everyone much more proud of the work they are doing.
Is there anything you’re particularly proud of from this journey, a moment that really resonated with you?
Josh: Launching the rebranded version of Preply’s website and apps felt like a huge milestone and is something we’re incredibly proud of. Anyone who’s rebranded a product knows how easily it can go wrong: it can take months longer than planned, it can negatively impact business performance, or fail to meet the quality bar you set. Bringing this to life, as we did — on time, with great quality, and with good business impact — is the result of a thousand good decisions made by the team over a period of months. I think it’s important to recognize when you’ve done something hard and done it well — and be proud of that. As a team, it’s something we all look back on with pride and satisfaction.
Sofia: There have been so many special moments, but a few really stand out when I think back. One I’ll always remember is the first time I shared our new brand direction during an all-hands meeting. The energy in the room was incredible — everyone was so supportive and engaged. That moment sparked a wave of excitement and momentum that kicked off everything we’ve accomplished since.
Another unforgettable moment was the week everyone flew to Barcelona for our “All Hands on Deck” week. Being together in person, rallying around the same goal, made everything feel so real and tangible. And the day we went live — I’ll never forget the excitement in everyone’s eyes.
There was this incredible buzz in the air, a sense of celebration, knowing we were stepping into a new chapter for both our brand and the company. It felt like the beginning of something big.
How has the rebranding been received by Preply’s customers? Have you seen any shifts in customer demographics or interests?
Sofia: The rebranding has been very positively received by Preply’s existing customer base and new customers.
Our new platform for storytelling has become a powerful way to deliver our messages. We’re more recognizable and consistent than ever, allowing us to showcase the strengths of our great product through more effective campaigns. These campaigns have helped us increase awareness and become a bigger part of our customers’ lives.
Were there elements of the brand that were particularly hard to let go of or change? How did you reconcile those decisions?
Josh: I think our new brand is better than our old one in so many ways. Once we committed to it, it was important to be “all in” and let go of the past. There were a couple of areas where we had to let go of small nice touches to the experience because we didn’t yet have equivalents in the new brand — for example, tutors used to be able to send funny cat stickers to their students. Students loved it — it was a little moment of joy — but we didn’t have the time to create an equivalent in the new brand, so we had to remove the functionality.
I still miss it…
How does the rebrand position Preply for its next phase of growth, particularly with AI and other edtech innovations?
Josh: One thing we identified fairly early in our rebrand journey was how un-distinctive many brands are in this space. Instead of trying to fit in with the crowd, we went big and bold. This approach puts us in a great position to stand out and build a brand and product that people really connect with and remember. As we introduce more and more AI elements into our product, we’ve also found that the new brand experience and the higher design quality bar we’ve set, really help us elevate these product experiences. Building innovative AI products means designing them to be both intuitive and appealing for first-time users.
Our new brand makes it much simpler for us to do that.
If there’s one message or feeling you hope people carry with them after interacting with Preply, what would it be?
Sofia: That the brand is really living up to people’s expectations.
That they felt excited to try Preply after seeing our ads, gave it a shot, and, after making real progress toward their goals, shared their experience with friends and family — describing Preply as a platform that really powers their progress.
If you’re looking for a place where your work drives real progress, where you can innovate freely, and collaborate with super smart people to achieve our shared mission? Preply is the place to be✨. If you’re ready to make an impact, explore our open roles and join us.
