Designing ads and building landing pages for Pesto

Pesto is revolutionizing the way Indians look at education and career development. 

It has uplifted dozens of I.T workers from their mundane jobs and put them into the driver’s seat of careers that seem meaningful to them. Careers that let them hone their skills and grow alongside the company, as well compensate them the way that they deserve.

Through an intensive 12-week training program, participants of Pesto learn, unlearn, and relearn core business skills, soft skills, effective communication, and of course, advanced software engineering.

The Pesto programme is not for everyone. In fact, a typical Pesto participant usually has 2+ years of working experience prior to joining the programme. But Pesto places no restrictions on the people who can apply to the programme. It does not care about your degree, your credentials, or your CV.

As long as you have a body of work to prove your worth, and an innate drive to learn, Pesto will welcome you with open arms.

Then launch you to the career of your wildest dreams.


Pesto’s vision and philosophies resonate with me deeply, and this week, I’ve been building projects the way I would have if I had been working with them.

Project 1- Instagram ads

For my first project, I decided to design some ads to promote brand awareness, as well as improve brand credibility. It’s been an awesome experience.

(I built my ads on Canva, and I used Mediamodifier to create the instagram mockups)
In researching Pesto, I’ve learned that their ads mostly target two types of people.

The first category is prospective participants who are trying to understand if Pesto is worth their time and effort. The main problem here is not so much Pesto’s attractiveness (as Pesto makes a really good first impression) as it is awareness.

For ads targeted at participants, that’s something I tried to keep in mind.

The second category is hiring partners. Software companies, both in India and abroad want to know why they should hire Pesto’s engineers. For this both Pesto’s main curriculum and the extra benefits that it offers should be highlighted.
With these things in mind, I came up with this series of Instagram ads.

Ad#1

Ad#2

Ad#3

Ad#4

Project 2- Landing pages.

For my second project, I built landing pages for two events conducted by Pesto. Pesto conducts webinars, conferences, and networking events pretty frequently, so having good landing pages can always be valuable to them.

I wanted to keep the write-ups in the pages simple and to the point, as events were already going to be promoted via ad campaigns on social media platforms.

My goal was to give a simple yet attractive explanation of the event and filter out the right audience for them. For many of Pesto’s events, having work experience in I.T is either mandatory or highly recommended, and I wanted to highlight this on my pages.

This is what I came up with-

Landing page 1

(Here’s a link to the site!)

(Psst… if you dont want to read the text below, here’s a video covering everything)

My first landing page was built for Pesto’s event “Talk tech to me!”. “Talk tech to me” was a physical event conducted by Pesto back in September 2019. They had guest speakers talking about high-performance computing and its relevance in the education of tomorrow.

I went through the itinerary of the program to find out the actual points of discussion by the speakers and tried to incorporate them in the cards section.

The entire website was built on Webflow by using two layouts, and adding some sections manually at the end. The first section is the hero overlay with the big background image and the CTA button. Below that is the cards section with the images of the speakers and the descriptions. I edited the cards section a little bit to suit the spacing. The elements at the end are manually added.

I tried to design a page that could be seamlessly integrated onto Pesto’s actual website. Therefore, I used the same colors on my text and buttons as they do. I also tried to use the same font, but I couldn’t find the exact font they were using anywhere, so I went with a close replacement.

The images of the speakers come from Pesto’s actual social media promotions.

Landing page 2

(Here’s a link to the site!)

(Another video alternative to the text below)

I learned that the speaker at the event had created some really cool projects in the past, and I wanted to highlight them in the description

 (excerpt from the speaker’s website)
This became my first line on the landing page, designed to hook people in.

Like the previous page, seamless integration was important for me, therefore I again used the same fonts and colors as Pesto uses. Or got as close as I could.

With this event, some I.T work experience was mandatory, so I also made a registration form with the landing page. I made answering “What’s something specific you want to learn from our webinar” compulsory, as I think that would help Pesto decide who they want to send out invitations to.

The image for the landing page comes from the speaker’s website, whom I also researched a little bit to write out the description.

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It’s been an awesome experience building these projects. Over the last week, I’ve learned new tech tools like webflow and canva, and the way to write effective copy. I’ve also learned more about Pesto, the people behind the company, and the philosophies defining them.

Developing marketing campaigns and building landing pages has certainly piqued my interest, and it’s something I’ll keep improving in the months to come.

Hope you found that this project was valuable for you.

I’ll be back next week with another, see you then!