To see some of the 200+ releases I’ve helped shape at Vimeo since 2022, get in touch.
Telling the story of NASA’s impact on Earth
The Applied Sciences Program promotes the use of Earth data to fight wildfires, track crop yields, and more. But most Americans don’t even know NASA studies Earth.
Challenge
The Program’s divisions didn’t have a cohesive identity. They weren’t even on a single platform. And scientific jargon was getting in the way of a compelling story.
What I did
Led interviews, focus groups, and workshops
Conducted content inventories and audits
Evaluated analytics and SEO performance
Streamlined the sitemap and content model
Created a new program-wide taxonomy
Wrote navigation labels and other UI copy
Edited 75+ pages of evergreen content
“It’s the platform we’ve always wanted and needed to better tell the story of the Program’s offerings and impact.”
Lawrence Friedl, Director of NASA’s Applied Sciences Program
Results
The Program now has a consolidated publishing platform, a unified brand identity, and a content strategy that conveys its impact. My team wrote 150+ impact stories in just the first year.
Our work increased page views by 320% year-over-year. New users and sessions increased 3x. Visitors explored more pages and spent nearly 50% more time on the site.
Visit the Applied Sciences site →
Reimagined Applied Sciences platform
Plain-language, accessible voice tells the Program's story
Unified brand identity empowers program areas to speak with one voice
Reimagined editorial strategy communicates human impact