Vimeo
Role
Executive Creative Direction
Team Leadership
Branding
About
Over the past 4 years as Global Director of Creative and Brand at Vimeo.com the second largest video platform in the world with over 300 million users worldwide. Spearhead the global creative in-house team formed by designers, copywriters and video production responsible for developing and executing global marketing campaigns, branding, web, and digital products. Collaborated closely with cross-functional teams, including marketing, product, demand gen, and community, to deliver impactful creative solutions that resonate and drive business growth. In 2021, Vimeo experienced significant growth, leading to its public listing on the Nasdaq stock exchange under the ticker symbol "VMEO." This milestone marked a significant achievement for the company, solidifying its position as a publicly traded entity.
After almost two decades, Vimeo's logo required an evolution to reflect the platform's strategic shift towards enterprise solutions and new audiences. The goal was to adapt the beloved logo for a new business era. Our approach was one of careful evolution. We collaborated with a typographer to deconstruct and rebuild the logo, meticulously refining each cursive curve and connection. The project was a delicate balance of preserving the brand's creative legacy while forging a modern identity and design system that speaks to a new generation of users and a new chapter for the business.
Branding
2005-2021
2022-2025
2025-Current
To translate Vimeo's new brand identity into a cohesive experience, I led the development of a design system founded on a simple yet powerful idea: Move Me.
This principle works on the emotional power of video to move audiences, and the functional power of our platform to move businesses and creators forward. From our motion principles and typographic scale to our color theory and component library, "Move Me" provides a strategic framework for our teams. It empowers them to create work that is not only beautiful and consistent but also emotionally resonant, helping entrepreneurs, enterprise customers, and video pros achieve their goals through the power of storytelling and moving video.
Brand Idea & Design System
Video and Photography
Creative Direction
Enterprise, B2B Video Pros
Global Creative Director: Bia Castro
Copy Lead: Katie Knecht
CMO: Charlie Ungashick
Creative Ops: Chloe Santil
Head of Production Meagan Wood
Agency: Koto
REFRAME
For Vimeo's inaugural conference, REFRAME, I co-led the creation of the complete brand and event experience. My role was to translate the concept of a "video innovation conference" into a tangible, immersive event for enterprise leaders and filmmakers. Working with our in-house creative team and agency partner, Uncommon, I directed the creative strategy and execution across all channels to build a cohesive and memorable tentpole event, which featured headline speakers Bozoma Saint John and Martha Stewart and set a new standard for Vimeo's brand marketing.
CMO: Charlie Ungashick
VP Creative and Brand: Dan Brooks
Global Creative Leads: Bia Castro & Gabriel Towels
Marketing Lead: Maya Skyes
Head of Production: Meagan Wood
Senior Producer: Leif Huron
Creative Ops: Chloe Santil
Agency: Uncommon
Event Production: Crammer
Best of the Year
Best of the Year is Vimeo's expert-curated program dedicated to honoring the most exceptional videos uploaded to the platform annually. Our curation team hand-selects the shorts and creators that have defined the year in filmmaking. The program's mission is to celebrate unforgettable storytelling, discover the next generation of talent, and set the standard for creative excellence on Vimeo.