Vimeo
ART DIRECTION | MOTION DESIGN | WEB EXPERIENCE
I was contacted by the team at Vimeo to help with a short-term project while several members of the design team were on vacation. The team needed support executing a product update campaign that included a landing page, social graphics, and a short video spot.
The timeline was tight, about a month and a half, and there was very little ramp-up time to get familiar with Vimeo’s product ecosystem. The role required jumping in quickly, understanding the product releases, and helping the team execute the campaign on schedule.
Project Brief
I worked closely with the Creative Director and design team to help execute the Fall Release product campaign. The scope included contributing to the landing page design, styling supporting email and social assets, and assisting with storyboard development for the motion and video component of the campaign.
The Challenge
The challenge was to quickly gather the assets and information needed to design the landing page. Because I joined the project midstream, I had limited context around the new product releases and needed to move quickly to understand what was launching.
Much of the work involved collaborating with product teams to ensure the correct UI and product screens were used. In several cases, the designs I received were either outdated or still being updated internally.
This meant a large part of the process involved tracking down the latest product visuals and making sure the designs used in the campaign matched what would actually ship when the release went live.
Campaign Designs
The visual direction aligned with Vimeo’s existing design system while distinguishing the Fall release from the Spring and Summer campaigns by introducing a new gradient color palette.
When joining the project, the initial wireframes for the landing page, email, and social media assets were already in progress. My role involved styling page modules and image thumbnails to match the campaign’s content.
Several modules were removed from the landing page due to a slow product rollout, so I pivoted to additional assets to maintain visual consistency. The project went through three rounds of revisions to refine messaging and update product visuals. The team also considered the tone and presentation of the video content, including wardrobe suggestions for the speaker, to ensure alignment with the overall campaign aesthetic.
Storyboard & Motion Design
The storyboard and motion design were developed alongside the landing page and marketing assets. To keep the campaign visually consistent, many of the product visuals created for the video were also incorporated into the landing page experience.
One ongoing challenge was keeping the visuals aligned with the latest product versions. Because multiple teams were working on product updates simultaneously, some screens needed to be updated several times as the final designs evolved.
Being able to move quickly and adapt to these changes was essential to keeping the campaign on track.
Conclusion
The campaign ultimately shipped a few days ahead of schedule, and the product update rollout was successful for the Vimeo team.
Looking back, the thing I would do differently is ask more questions at the beginning of the project to ensure I had access to all necessary assets and product designs. Because the team was also working on a much larger campaign at the same time, several details fell through the cracks. Taking more time during the first week to align on assets and product visuals would have made the execution process smoother.
PROJECT CREDITS
This project was completed in collaboration with Bia Castro (Global Director & Brand), Eden Shats (Lead Brand Designer), Meagan Wood (Product Director), and Elise London (Senior Video Producer).
