2014

Tumblr

In February 2013, Taylor Pemberton worked with Tumblr to produce a variety of brand related research initatives. Notable responsibilities included: full-site audit and visual cleanup/touchpoint consistency across the Tumblr brand and product. The main call-to-action on Tumblr's Dashboard is their 'Create Post' button which, clicked over 10 million times per day. After comparing Tumblr's language across mobile and desktop, Tumblr decided to change the button to read 'Publish', in order to change the way users feel about creating content. This resulted in a more consistent user experience and positioned Tumblr apart from its relevant competition.

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We compared button styles and language from popular social media. Our goal was to find an opportunity to differentiate Tumblr. 'Publish' versus 'post'—a different way to think about creation.

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  • Project Tags
  • Research
  • Strategy
  • Branding
  • Credits:
  • creative director: peter vidani

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