Case Study
Vimily
Brand Positioning & Video Engine UX
Executive Summary
Shaping brand identity, prompt-guided storytelling UX, and an enterprise video engine pivot.
Vimily originated as a venture-backed B2C video narrative platform ("Vimily Family") engineered to cure camera hesitation and capture authentic, prompt-driven human stories, securing $180k in angel investment across Australia, the UK, and the US. As Co-Founder, CTO & Design Director, I shaped the brand identity, defined the core visual storytelling proposition, and architected a frictionless mobile video-capture interface. When market dynamics called for commercial expansion, I led the strategic repositioning, transforming our prompt-driven video engine into a high-scale B2B marketing platform for enterprise user-generated content (UGC) campaigns.
Impact at a Glance
Secured early-stage venture backing from angel networks across Australia, the UK, and the US to build the brand identity and native mobile platform.
Designed prompt-guided mobile capture flows that eliminated user camera freeze and structured video story assembly.
Repositioned the core visual identity and product system from consumer memory-sharing into an enterprise B2B UGC campaign engine.
The Challenge
Unlocking unscripted video creation and scaling consumer engagement into enterprise value
Asking everyday users to speak directly to a camera creates significant cognitive friction and anxiety. Solving this required a dual design and product challenge: creating an approachable brand identity and guided capture UX to make filming effortless, while building a flexible architecture capable of scaling into enterprise B2B marketing channels.
How do you design a mobile video interface that removes camera anxiety for everyday creators, and seamlessly pivot that narrative engine into a high-trust enterprise campaign platform?
Brand Identity & Prompt-Driven Video Engine UX
The initial phase focused on building a warm, approachable brand ecosystem and solving video creation friction through structured mobile interaction design:
- Brand Identity & Creative Direction: Formulated the core brand strategy, visual style, and promotional media campaigns to establish Vimily as an inviting, human-centric story platform.
- Prompt-Guided Capture UX: Architected mobile recording flows that presented users with bite-sized, sequential prompts to eliminate "camera freeze" and structure raw video clips into coherent narratives.
- Visual Story Page Architecture: Designed dedicated, high-emotion media layouts that automatically aggregated short clips into playable visual story timelines.
- Capital Acquisition & Strategy: Pitch design and strategic alignment to secure $180k in seed investment across Australian, UK, and US angel networks.
Enterprise Repositioning & B2B Platform UX
Recognising that brands required authentic customer testimonials and crowdsourced visual content, we repositioned the product into a B2B marketing engine:
- Strategic Brand Repositioning: Authored executive strategy decks and re-aligned the brand visual system from consumer memory collection to enterprise customer story generation.
- B2B Enterprise Portal Design: Designed a robust admin console allowing corporate marketing teams to author custom prompt queues, moderate incoming video feeds, and manage campaign deployment.
- Embeddable Video Widgets: Architected white-label web components and custom video player widgets that integrated seamlessly into partner e-commerce and brand marketing sites.
Commercial Deployment & Partner Campaigns
To validate commercial viability, the B2B narrative engine was deployed across custom client campaigns and white-label activations:
- Partner Campaign Integration: Designed tailored campaign landing pages and video capture workflows for enterprise clients, demonstrating high-trust testimonial collection at scale.
- Content Curation Dashboard: Built stream-lined video curation pipelines that enabled marketing leads to review, approve, and license user video clips with minimal friction.
- Cross-Platform Scalability: Ensured media capture, transcode notifications, and dynamic gallery rendering maintained visual consistency across mobile and desktop web environments.
Strategic Takeaways
Key learnings from product architecture, brand strategy, and venture pivots
Design Cures Creator Friction
Structuring user input through micro-prompts converts intimidating creation tasks into approachable interactions, unlocking engagement for non-professional creators.
Modular Core Logic Powers Pivots
Decoupling core video engine interaction patterns from consumer visual styling allowed rapid repurposing of primary IP into an enterprise B2B engine.
Dual Design & Technical Leadership
Balancing high-level brand storytelling with deep system architecture ensures that user experience promises are seamlessly supported by underlying platform logic.
Tools & Capabilities
What powered the build
Brand & Creative Leadership
UX Architecture & Platform