Overview

Filmora is a global video editing platform used daily by millions of creators. It balances accessibility for beginners with pro-level tools for experienced videographers. I led design efforts for the Filmora homepage and Press Overview Kit, ensuring the brand story, product value, and creator community were consistently communicated across key touchpoints.

Situation

Filmora was preparing for a global campaign to showcase its latest release, featuring product improvements and a marketing push targeting Gen Z creators. The homepage needed to engage both new and returning users, clearly communicate value propositions, and visually align with broader campaign materials. The Press Overview Kit required a polished, consistent design to support positive media coverage and amplify brand credibility.

Task

My responsibilities included:

Leading the design of the Filmora homepage to highlight product value, community engagement, and new editing features, while partnering closely with engineering to ensure feasible, performant, and scalable implementation across devices.
Designing the Press Overview Kit to reflect the Filmora brand consistently and professionally for media audiences.
Collaborating with marketing and video production teams to unify storytelling and visual language across all launch touchpoints.

Action

Here are some of the actions I took to fulfill my role and ensure a successful product launch:

Redesigned the homepage experience with distinct sections showcasing hero media, product features, and community posts, giving users clear actions and a sense of creativity and structure.
Leveraged brand video assets for hero images and carousel content, aligning messaging across digital touchpoints and maintaining visual cohesion.
Developed the Press Overview Kit using a consistent grid and visual components to reinforce brand identity while delivering high-level product information for media audiences.
Collaborated cross-functionally with marketing and content teams to ensure storytelling, visual language, and user experience were unified across web and press assets.

Results

User growth increased from 40 million to 77 million following the Filmora 9 launch.
Multiple media outlets leveraged press kit assets to highlight Filmora’s features and community impact.
Established a launch framework that informed subsequent releases, including Filmora 10 through the current Filmora 14, ensuring consistent user experience, brand storytelling, and campaign efficiency.

Reflection

This project reinforced the importance of holistic brand storytelling across multiple touchpoints. By aligning UX, visual assets, and press communications, I was able to drive measurable business results while creating a scalable design system that future campaigns could leverage. It highlighted how strategic design leadership can influence both product adoption and public perception.

Visit Filmora