Vimeo
Role
Global Director of Creative & Brand
Executive Creative Director
Brand Strategy
Team Leader
About
For over four years as the Global Director of Creative and Brand at Vimeo, the world's second-largest video platform with over 300 million users, I lead the global in-house creative team. I spearhead a multidisciplinary group of designers, copywriters, and video producers responsible for executing high-impact marketing campaigns, branding initiatives, events and digital experiences.
After almost two decades, Vimeo's logo required an evolution. We collaborated with a typographer to rebuild the logo, meticulously refining each curve, serif, spacing, flow 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.
Logo Evolution
2005-2021
2021-2024
2024-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 illustration library, "Move Me" provides a strategic framework for our teams and creative partners. 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
Color pallette designed for accessibility across plaforms and channels
Motion and Type behaviors
Paid ads and organic social system
Brand illustration rooted on storyboard and sketch style
Brand guidelines
Video and Photography
Creative Direction
Our Stylistic Principles define how we visually express Vimeo’s brand through photography. Rooted in our ‘Move Me’ Brand idea, each principle is intentionally flexible and distinctive—capturing varying intensities of motion, depth of field and cinematic shadow . The imagery captures the diversity of styles and stories from creators, video pros and enterprise businesses across Vimeo.
Product Feature Spot: Ad Free Hosting
Product Featured Spot: Player
Apple Vision Pro App Launch: Currents, video commissioned from Jake Oleson.
Apple Vision Pro App Launch: Behind the scenes from Currents, video commissioned from Jake Oleson.
Chief Marketing Officer: Charlie Ungashick
Director Creative and Brand: Bia Castro
Copywriter Lead: Katie Knecht
Senior Designer: Eden Shats
Director Creative Ops: Chloe Santil
Head of Production: Meagan Wood
Logo Typographer: Yomar Augusto
Illustration: Damien Cuypers
Brand Refresh 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.
Chief Marketing Officer: Charlie Ungashick
VP Creative and Brand: Dan Brooks
Creative Directors: Bia Castro & Gabriel Towels
Lead Copywriter: Katie Knecht
Senior Copywriters: Reagan Murphy & Cooper Savage
Designers: Vicky Chau & Eric Lau
Marketing Lead: Maya Skyes
Head of Production: Meagan Wood
Senior Producer: Leif Huron
Creative Ops: Chloe Santil
Agency: Uncommon Creative Studio
Event Production: Crammer
Photographer: Caroline Tompkins
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.
Best of the Year 2024 Spot. Commissioned by Jeron Braxton
Social Media spots
Illustrations by Jeron Braxton
The Best of the Year 2023 spot featured a video commissioned from Ruffmercy.
Social Assets
Director, Creative and Brand: Bia Castro
Designers: Sarah Campbell & Eden Shats
Copywriter: Reagan Murphy
Curation: Ina Pira & Meghan Oretsky
Head of Production: Meagan Wood
Senior Producer: Aubrey Page