Establishing a brand.
When I arrived Twitter had yet to establish its brand. The What, Why, and How of Twitter were owned by everyone but the company. We started with a tone, moved to putting a “stake” in the ground, then worked to refine expressions.
We started with celebrating our community on our 10th anniversary.
We managed to avoid boasting about ourselves, instead inviting the many Twitter communities to express what they loved about their Twitter.
Next we took the leap to define what Twitter is - taking a lead from the product.
We continued to experiment with a design language that fit the vibe of the brand.
We experimented with content emblematic of the brand positioning.
With a fast follow we continued to experiment with brand expression in the year end video.
