Vimeo Case Study
How creative work shaped product direction.
About
At Vimeo I started by making creative assets. Over time that work pulled me into brand, marketing, product, and strategy — and taught me how motion and story can move a product forward. Here’s the path I followed.
Started with Creative Assets
Designed and produced end-to-end dynamic creative assets for Vimeo’s creation tools.
Bridging Product and Marketing
Connected brand, marketing, and product through video — producing videos that clarified product vision
Seeing the Product in Motion
Created board-level videos visualizing Vimeo’s product roadmap and long-term direction
Joining the Product Design Team
Initiated and co-led Vimeo’s product redesign — bringing motion and storytelling experience from marketing into product.
Giving Vimeo a heartbeat.
Built Vimeo’s product motion design system — defining animations, UI interactions, and behavior across the platform.
Storytelling as Strategy
Used narrative-driven videos to pitch future product concepts, inspiring the launch of Vimeo’s 10X innovation program.
Designing for real creators
Helped define Vimeo’s user personas, leading to Vimeo Customer Solutions and a more user-driven approach
Full Circle
Continued connecting creative storytelling and product design — from major launches to internal campaigns.
A creative path shaped by motion, storytelling, and systems — building Vimeo’s future one story at a time.
Outcome
