Press and Media Kit

Common Craft helps educators communicate with clarity.

Today the company produces two types of "ready-made" media that are available to members:

Explainer Videos - Common Craft's library of 120  short, animated videos is designed to explain complex subjects quickly.

  • These videos often focus on technology, net safety, computer basics and more.
  • Members can downloadembed and/or play the videos from the website.
  • They are used by teachers and trainers in libraries, school systems and universities, and in companies from small consultancies to Fortune 500 companies in over 50 countries.

Cut-outs - Common Craft also offers a library of 3,388 downloadable images in their signature "Common Craft Style".

  • These images are called "Cut-outs" and they serve as visuals in media projects like videos, presentations and more.

Common Craft membership is annual and pricing starts at $49 per year. 

Facts and Figures

  • Company Name: Common Craft, LLC
  • Founded: 2003
  • Headquarters: Seattle, WA
  • Current number of videos: 120
  • Current number of Cut-outs:  3,388
  • Total Employees: 2


  • Communicator Excellence Award: International Academy of Visual Arts
  • Gold Quill, International Association of Business Communicators (with Intel)
  • Global Equity Organization Award - Best Financial Education (with Intel)
  • Best-of-the-Best, International Association of Business Communicators (with Intel)
  • Webby Award Honoree, Best Writing
  • Webby Award Honoree, Technology Online Film and Video
  • Merlot Classics Award, Faculty Development

Social Connections

Logo and Visual Resources

Common Craft Logo PDF | PNG

Lee LeFever Headshot: high resolution | low resolution

Art of Explanation Book Cover: 2D Version | 3D Version

Press Contact:

More About Common Craft

The Explainer Video Movement

Common Craft is known for inspiring the explainer video movement. In 2007 the company published RSS in Plain English, which was immediately a viral hit and has become known as the first explainer video of the YouTube era.  Over the next two years Common Craft created videos that explained Twitter and Dropbox, which were used by both companies and together have been viewed over 50 million times online. 

The Art of Explanation

In 2012 Common Craft founder Lee LeFever published The Art of Explanation - Making Your Ideas Products and Services Easier to Understand (Wiley, 2012). This book cemented Common Craft as the leader in the field of explanation and has been translated into seven languages. Lee is a keynote speaker on the subject of explanation. 

Custom Video Work

Prior to focusing on the current membership model, Common Craft worked with some of the world's most respected brands on explainer videos. Examples include LEGO, Intel, Ford, Microsoft, Google and Dropbox. 

Small and Independent

Common Craft is independently owned and operated by Lee and Sachi LeFever in Seattle, Washington.  The couple manages all aspects and operations of Common Craft from producing all videos and cut-outs to supporting members and developing new partnerships.  The company has no other employees but does work with partners on website development projects.

Lee LeFever's Bio:

Lee LeFever is the Founder of Common Craft and author of The Art of Explanation. Since 2007 Common Craft has won numerous awards, created explanations for the world's most respected brands and earned over 50 million online video views. Today, Common Craft's mission is to provide media and know-how that help professionals communicate with clarity. 

More: About Common Craft  | Our Story