Tumblr Rebrand Strategy

A strategic rebranding project focused on revitalizing Tumblr as a creative, community-driven platform for Gen Z and younger Millennial users. Through audience research, competitive analysis, and platform audits using sources such as Statista and Pew Research, I examined Tumblr’s decline in relevance caused by ownership instability, the 2018 content ban, monetization issues, and the rise of algorithm-driven competitors like TikTok and Reddit.

I developed a repositioning strategy centered on restoring Tumblr’s identity as a curated, fandom-driven, and anti-algorithmic space for artists, writers, LGBTQ+ communities, and niche creators. The proposal included feature redesigns, creator monetization opportunities, community-building tools, and a Gen Z nostalgia campaign designed to rebuild cultural relevance while preserving the platform’s original strengths. This project strengthened my skills in brand strategy, audience segmentation, competitive analysis, and long-term platform positioning.