Twitch Brand Update
Project Background
We worked with nearly every team in the company to create a new visual identity and strategy that launches Twitch into the future. The goal was to revisit the existing user journeys and capture the spirit of who we want Twitch to be as we consider the future of the brand.
During the process we outlined specific opportunities to:
- Balance the Twitch “insider experience” with the need for a warmer welcome. Create layers within the brand – showing our community that there is always more to discover from Twitch.
- Evolve the current foundation of the Twitch personality.
- Parse the wonderful mess that sets Twitch apart from the competition. Embrace the process of creation – while establishing touchstones of consistency.
- Reconcile Twitch’s appeal as a blank canvas for creators with our desire to establish our own presence and POV. And highlight the moment of impact between Twitch and creators.
My role
I led the team's efforts to translate high level brand assets into product design language. We were very excited to see all the additional colors, visual elements and in general the direction to push our boundaries and see what we can do.
Alongside with Tech and Product counterparts, I was responsible for leading product area improvements, design system update and develop the rollout strategy.
Main areas of focus:
- Update Twitch design system to the Ultraviolet version
- Accessibility
- Visual language through icons, emotes and sprites
- Interaction animation
- Structural changes and impact
