Tumblr

As Tumblr’s first writer, I had the pleasure of working on everything from blog posts and app release notes, to marketing pages and books that showcased the platform’s renowned customizable blog themes and talented creator community. I also hired and managed one junior writer.

Tumblr Theme Indexes

One of Tumblr’s most unique selling points is definitely its infinitely customizable blog themes. We designed this book to promote this feature and get brands excited about using the platform. In 130 pages, you’ll find a slew of creators and brands doing incredibly cool things with their tumblrs.

The first edition was such a success that we decided to make a second one that clocks in at 126 pages and features even more examples of brands and creators using the platform in unique ways.

I wrote all the copy and worked closely with a designer and the Sales team to help select each featured theme.

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Tumblr for Business

When Tumblr opened the dashboard to advertisers, we decided to create a specific landing page on the site that would clearly convey all our ad products. I wrote all the copy and worked closely with a designer to come up with the site structure and content strategy for versions 1.0 and 2.0 (pictured).

The first iteration of the site was content-heavy and focused on educating brands about the basics of Tumblr, our ad products, detailed spec requirements, and analytics. We decided to scrap this approach after studying the site metrics and noticing a lackluster response to these deep-dive pages. Our new strategy would be to completely pare down to the bare essentials, driving people to contact a brand strategist to learn more.

The result? This beautifully-streamlined landing page that gets to the crux of Tumblr’s ethos—simplicity.

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Tumblr Advertorial

For Advertising Week 2012, we created a beautiful spread on page three of the publication, taking advantage of the prime placement to highlight one of our newly launched ad products—sponsored posts on the dashboard. I wrote all the copy and worked closely with designers on the direction, which was an homage to vintage advertorials of yore.