Twitter Rebrand
As Creative Director of Global Brand, alongside ECD Donna Lamar and incredible marketing partners Nick Watanabe and Meg Dudley, I led the company through a design rebrand exercise with our creative partner Irradié. The goal: give Twitter a voice to truly convey who they are as a company.
At the time, Twitter was a place where culture evolved in real time. By simply highlighting the real, raw, and unfiltered ways people show up the rebrand inspired others to join in and engage. Reaching out to someone who isn’t on Twitter created the perfect opportunity for Twitter to share all of the many incredible people, communities, topics, and conversations that existed on the platform. We wanted to give people a sense of what it’s like to be ringside as culture happens and encourage them to join in. For current users, who already understood this energy, we wanted to shake them out of the safety of their timelines and excite them about a topic they hadn’t engaged in before. In this way, the rebrand enriched the discourse, broadened points of view, and encouraged the people who already knew us to love us loud. Twitter ended up with a robust system that allowed the flexibility to speak in the appropriate tone to all of the communities that Twitter celebrated and amplified.
