YEAR IN REVIEW 2020
Fandometrics on Tumblr
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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 typeface treatment for all marketing accounts.
The visual package consisted of more than 100 animated content, mobile and website headers, 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 Director, Designer, Animator
Year: 2020
Campaign record with a 674K view on a single post
382% increase in total engagement
40+ media release worldwide
VISUAL DEVELOPMENT
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The objective of the creative was to tell Tumblr’s story through playful experiences with an optimistic design approach, allowing all users to engage. The main challenge was that all final assets needed to be very lightweight and in GIF format, enabling any browser to play multiple visuals simultaneously.
I aimed to convey the message with less copy but bold visuals, so we opted for clean designs featuring dynamic, humorous animations that represent all communities.
Additionally, I was tasked with updating the branding for all marketing accounts. I created an extruded version of the official Tumblr font, Favorit, to make it more playful and colourful – easily adjustable for both present and future accounts.
