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Vimeo Style Guide

As head of the Messaging team and Creative Director at Vimeo, I overhauled our editorial style guidelines and broadened them to cover all of our editorial, marketing, and product copy. Thus, the Vimeo Style Guide was born.

I also created a more detailed set of Brand Messaging Guidelines that define the mission, values, voice, and tone for Vimeo and all of its sub-brands. Vimeo uses a mix of A.P. and Chicago Style, blended with a dash of our own ingenuity. We make an effort to sound friendly and human, but still helpful and intelligent. While we strive for concision, we never want our copy to sound robotic. Unless we're writing from the perspective of a robot. 

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 Before I joined Vimeo, the company's style guide consisted of editorial-focused reminders on how to abbreviate state names and months of the year, and when to hyphenate. I worked to compile a set of guidelines that would help the Messaging team write consistently across all Vimeo products, platforms, and communication channels.

Before I joined Vimeo, the company's style guide consisted of editorial-focused reminders on how to abbreviate state names and months of the year, and when to hyphenate. I worked to compile a set of guidelines that would help the Messaging team write consistently across all Vimeo products, platforms, and communication channels.

 The Vimeo Style Guide begins by outlining Vimeo's core audience, mission, and values, and moves into brand voice, tone, and personality. I drafted a brief set of dos and don't to help make our guidelines digestible for teams across the company. 

The Vimeo Style Guide begins by outlining Vimeo's core audience, mission, and values, and moves into brand voice, tone, and personality. I drafted a brief set of dos and don't to help make our guidelines digestible for teams across the company. 

 I also compiled a glossary of key terms used across Vimeo products and communications. In addition to using this to onboard new Messaging team members, I also circulated this document to our in-house and Smartling translators, along with a guide for when to translate terms, and when to leave certain words or phrases in English (e.g., Vimeo PRO). 

I also compiled a glossary of key terms used across Vimeo products and communications. In addition to using this to onboard new Messaging team members, I also circulated this document to our in-house and Smartling translators, along with a guide for when to translate terms, and when to leave certain words or phrases in English (e.g., Vimeo PRO). 

 For each of our platforms, I've defined rules around writing for different UI elements, including buttons, labels, links, alerts and error messages, as well as SMS notifications, on-site notifications, empty states, logged-out states, and more. Each element has its own set of guidelines, which may change depending on context, user type, platform, etc.

For each of our platforms, I've defined rules around writing for different UI elements, including buttons, labels, links, alerts and error messages, as well as SMS notifications, on-site notifications, empty states, logged-out states, and more. Each element has its own set of guidelines, which may change depending on context, user type, platform, etc.

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