Tumblr
Year in Review 2020
Year in Review is an annual marketing campaign covering the past year's events on the Tumblr platform. It highlights highs and lows and showcases top blogs, artists, events, memes and topics. I was asked to lead the creative on the 2020 campaign and develop a fresh treatment for all marketing accounts.
The visual package consisted of more than 100 animated assets, page headers, landing page design, an update on the branding account and several other graphics for marketing, copy, press and sales. As a result, the Year in Review account saw a vast improvement of 382% in total engagement, with the top post breaking a company record of 674K views.
Client: Tumblr
Production Co: Tumblr
Type: Marketing Campaign, Branding
Role: Creative Lead, Designer, Animator
Year: 2020
Fandometrics on Tumblr
To celebrate Tumblr’s 2020, we went with a bold and colorful art direction inspired by minimalist interpretations and a modular design system. The treatment also included exploring new ways to use Tumblr’s font, Favorit, to match the playful style of the campaign.
Final Frames
Campaign record with a 674K view on a single post
382% increase in total engagement
40+ media release worldwide
Visual Development
The goal was to tell Tumblr’s story through optimistic and playful experiences, allowing all users to engage. The main challenge was keeping all assets lightweight for .gif format, enabling any browser to play multiple visuals simultaneously.
We focused on minimal copy and bold colors with clean designs featuring dynamic, humorous animations that represent all Tumblr communities. For typography, I created an extruded version of Favorit to fit the pop, playful style and remain adjustable for future accounts.
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Contact: altanyagmur@gmail.com
2025, Yagmur Altan