Making a design tool interesting outside the design bubble.
Sketch is a product designers already know. The challenge was making the product, its updates and the things people could actually do with it feel interesting enough to stop scrolling.
I worked on Sketch’s social media strategy, product storytelling and creative, turning product updates, features and use cases into content built for social rather than simply republishing what was happening inside the product.
Problem
Approach
Result
A product update is useful. That doesn't automatically make it interesting.
For Sketch, the job was to find the story inside the product: what changed, why should anyone care, and how do we explain it without turning social into a changelog?
That meant working closely with product, content and design teams, then translating what they were building into formats that made sense on each platform.
I treated social as another product surface.
Not ‘what did we ship?’ but ‘what's interesting about what we shipped?’
That changed the way product stories were turned into content. Some became short-form video. Some became product education. Some were built around a feature. Others were simply about showing designers something useful they didn’t know they could do.
Sketch hadn't had a Video strategy before.
I introduced one around product education, features and visual demonstrations, using the product itself as the visual language.
Shorter. Faster. More conversational.
X needed a different kind of product storytelling.
The best product social doesn't happen when marketing gets a changelog two days before launch.
I worked with product, content and design teams to identify stories early, understand what was actually interesting about them and turn those stories into social content.
Product social is part translation, part editorial judgment.
You need to understand enough about the product to know what’s actually interesting, then care enough about the audience to know what isn’t.