The Vault

Situation

Webflow's community was constantly generating remarkable stories: agencies building innovative client work, freelancers pushing the limits of what the product could do, builders solving problems in ways no one at Webflow had anticipated. These stories surfaced through events, the newsletter, the Awards program, and organic community activity, but once surfaced, they largely disappeared. There was no shared system for capturing, organizing, or retrieving them. Every team across Marketing was effectively starting from scratch each time they needed a customer proof point.

Challenge

Build a shared internal repository that was organized well enough for anyone to navigate independently, comprehensive enough to be genuinely useful across multiple use cases, and maintained consistently enough to stay current as the community grew and programs evolved.

Action

• Designed and built The Vault in Airtable: a meticulously organized internal repository cataloguing Webflow community projects, the builders behind them, relevant use cases, industry verticals, feature tags, and source links
• Established a consistent taxonomy and tagging system that made the library searchable and filterable across multiple dimensions, so any team could find relevant proof points without needing to know exactly what they were looking for
• Integrated The Vault into existing workflows across Marketing, establishing a norm that any community story surfaced through programs, events, or the newsletter was documented and added to the repository
• Socialized the system cross-functionally beyond Marketing, ensuring Comms, Policy, and Product had access and understood how to draw from it for their own needs, from press opportunities to policy proof points to product launch narratives
• Maintained the repository as a living resource, updating and expanding it continuously rather than treating it as a one-time build