Vimeo brand refresh
1 new core design system.
158 web pages.
320+ new images and videos.
4 months.
Working alongside UX agency Fantasy, I helped revamped our entire brand design system, created new expressions of product in marketing, refreshed brand photography and content, redesigned hundreds of web pages in sprints, then worked in closely with a web dev engineering team to migrate the entire website onto builder.io.
The goal? Lay down a system to create more consistency between marketing and product for a cohesive experience, and give it space to iterate and evolve.
The first thing we did was conceptually consider the Vimeo logo.
The Vimeo Player is the brand’s most recognizable product. It represents one of the internet’s most high-end watch experiences, housing thousands of masterfully crafted short films.
The Player itself represents not only windows into new worlds, but nods to the big screen, and a container of expression to showcase the power of video to the masses.
To approach Vimeo’s web overhaul thoughtfully, we audited dozens of pages to identify components used the most frequently, pinpointed discrepancies between design treatments, noted optimizations for SEO, spotted improvements for interactions, and opportunities to treat image content more consistently.
Then we scaled it.
Knowing there were dozens of pages to migrate, we developed a product marketing asset library to efficiently scale our expression of product across our web pages. That way, we could focus on evolving content over time with photoshoots to reflect more aligned brand tone. We worked alongside our motion design team to bring these to life.
