What in-house editorial Tumblr blog launched in May 2012?

Tumblr’s in-house editorial blog launched in May 2012 was Storyboard.

Storyboard was created as an editorial project to highlight creative Tumblr users and the stories behind their work. Rather than functioning like a standard product feature, it reflected Tumblr’s effort to present the platform as a home for writers, artists, photographers, and other creators whose work could be discovered through the service.

The launch followed Tumblr’s decision to build a small editorial operation around its large community. Staff interviews and profiles helped give selected creators additional attention while also showing outsiders how people were using Tumblr beyond short personal updates.

Storyboard is easy to confuse with Tumblr labels such as Radar, Spotlight, or Explore. Those names referred to discovery, promotion, or feature areas, whereas Storyboard was the editorial blog itself. Its run was relatively brief: coverage in 2013 reported that Tumblr was ending Storyboard and that its editorial employees would move on. That later closure does not change the historical answer about the blog launched in 2012.