We created an overarching master brand and visual identity system for the Twitter Culture & Community Team that could be leveraged for external and internal needs and a creative approach that we used to activate for and with all of the communities they served. We then created a second visual identity and system for #TwitterVoices, the more public arm of the Twitter C&C team. Both visual systems included guidance for social, digital, video, shoots and on site activations.

For the Twitter Culture and Community team master brand, the visual language was centered around the idea of elevating marginalized voices. The mark elevated off the ground and highlights the many layers and nuances all conversations hold. We chose a photogel application to the photography that gave the images a distinct look and feel but never took away from the beauty of their skin. Key elements of the Twitter brand language were also incorporated into the C&C visual language to always ensure there was a link and consistency with the Twitter brand.

#TwitterVoices as the sub-brand took cues from Twitter C&C but still needed to have its own space to grow, particularly as the more external facing arm of the team. The mark itself had a slightly gritty texture as part of the visual symbol to signal the realness of the conversations that occurred on the platform. We took inspiration from the Twitter hashtag symbol and used it as a visual way to frame conversations and as a design element across the brand. It was also used to highlight artist partnerships which were a key part of the #Twittervoices work.