DevExpert

Antonio Leiva has been one of the leading figures in Android development for over 12 years, and since 2015, also in Kotlin. A blog was the starting point for this trajectory which, very quickly, managed to bring together an entire community: developers seeking quality information to solve the technological problems they faced daily.

Six years ago, all that high-value content was complemented with training on Android and Kotlin and more comprehensive programs, like Architect Coders, with the ambition to equip his students to create well-structured, scalable, maintainable, and testeable software. At that moment, he began using the web devexperto.com

In 2023, Antonio Leiva takes a new step toward his consolidation as a leading reference: transforming DevExperto into the brand that houses all the attributes that have positioned him as a leader in quality technology education, while also driving the growth and scalability of the project. To do this, he relied on Soluble for the strategic rebranding of the brand and the design of its website. Now, we'll tell you how the process went.

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HIGH IMPACT ON GROWTH AND PEACE OF MIND

We began the process with an immersion that allows us to understand a sector that functions as a blue ocean, in which Antonio Leiva is perceived as the leading reference of a community that is very loyal. Two of the qualities that these development professionals value most are high impact and the tangible effects they achieve from participating in his courses.

Recovering the facilitative and evolutionary character that technology had always promised forms a fundamental part of the positioning for this new chapter of the brand. Combined with its purpose of guiding developers in their professional growth, but also in their peace of mind.

This brand promise is made possible thanks to its honest approach to making technology learning something easy and pragmatic, all complemented by a very special personality: a curious essence that helps reach knowledge based on experience, combined with a natural, approachable, and empowering leadership. In other words, everything Antonio Leiva already is became the foundation of the brand that aimed to expand the best part of technology, the industry, and work. In short, guiding developers toward the light side of development.

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ONE LETTER, ONE BIG CHANGE

Just before starting the identity process, we had to make some strategic decisions. On one hand, organizing all the information and the product and content architecture they were offering.

On the other, the name. DevExperto had many reasons to remain the perfect naming for this new brand. There were just two catches: the masculine bias and the lack of internationalization. The solution, for all its simplicity, proved to have its complexities: DevExperto had to lose something to gain many other things. DevExperto had to drop just one letter. DevExperto had to start being DevExpert.

A PRECISE AND EFFECTIVE GUIDE FOR THE LOGO

The brand's active role, guiding developers toward empowering and pragmatic knowledge that would bring them closer to the best version of technology, was the starting point for generating the logo and its isotype. Building on Easy Nav and combining it with the codes and symbols inherent to development, an image was created that seeks to provide the exact coordinates to reach the best technological solutions.

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TYPEFACE AND COLOR THAT REFLECT CLOSENESS

Moving forward on this path toward the best version of technology, we chose Roobert Regular. Tech-inspired but free of any aggressive edge, this typeface becomes the perfect ally for showcasing the closest side that has always united the project to its community.

Pragmatism is one of the elements most reflected in the color palette. A palette built on the utility of white, black, and gray combined with all the possibilities of the RGB spectrum. That said, since our goal is not to complicate the process, every new color will emerge automatically thanks to our own compass, which will be the one marking which are our new colors.

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BEAT THE GAME

It's the most tangible part of DevExpert's training that allows developers to go further: to beat the game. That's why completing the brand's visual identity required a differentiating element. We looked for it in the universe of video games that don't just want to get from point A to point B, but want to do it while achieving the highest score possible. How? Through the acquisition of stones, diamonds, or pearls that are obtained in games and that equate to the knowledge acquired in different training courses and their levels of depth. From the flat pieces of free content to three-dimensional training: authentic Expert content.

SCROLL TO THE BRIGHT SIDE

With the strategy and verbal and visual identity completed, it was time to take the definitive step: bring everything created to DevExpert's new website. We started with the homepage where, with a predominance of our pragmatic black and white, the first scroll explicitly tells us the brand concept and how through training we move from being in the dark side to reaching the bright side of development.

The rest of the color palette is introduced throughout the pages and allows us to tell the story, highlighting key words and giving prominence to the gems and figures that represent acquired knowledge.

The game codes are not only present here, but also found in one of the most fundamental elements of a website. We're talking about its menu, where arrow directions are arranged according to the user's own movement.

ALWAYS CLOSE TO THE COMMUNITY

For the DevExpert brand, Antonio Leiva's content is just as important as the community he's built. That's why students play a significant role on the website. Any of them will always have the contact bar visible to reach the team, which shows constant closeness and support.

This website reflects not only the visual identity created, but also the verbal one—all the basic and differentiating elements that allow for a unique and consistent tone across communications.

And, of course, this website isn't just the center of brand expression. It's also the sales hub. That's why the pages dedicated to course access are as complete as they are straightforward.

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Meticulous work in strategy, visual design, and product design—necessary for a new era: one in which professionals in the sector find the training that will finally show them the bright side of development.

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