01

Context

Flickr was a photo and video hosting service and an online community for photographers. Flickr was purchased by SmugMug from Yahoo in May 2018. While Yahoo had not focused on marketing Flickr for years, SmugMug planned to use both in-house and external marketing agencies. I documented Flickr’s existing brand identity to ensure consistency of promotional materials across creative teams.

02

Creation

There were two major hurdles with the creation of the guidelines.

First, there was content that was missing or poorly defined, so I worked with various teams to fill in the blanks. I worked with leadership to craft vision and mission, copywriters to define the voice with examples, and the community team to fine tune photography usage and attribution.

Second, there was inconsistent application of existing content and guidelines. Once the guidelines were finalized, I worked with teams on how they could apply the brand updates.

03

A selection of pages from the 40-page guide:

04

Results

The Flickr brand now had official assets and guidelines, located in an accessible, centralized repository. This afforded the team a variety of benefits, including: