Client X (Twitter)

Project Type Branding, Digital, Motion

Date 2022

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CHALLENGE
Twitter's IDEA (Inclusion, Diversity, Equity, and Accessibility) Team needed help with branding for the organization's Business Resource Groups, including Twitter Open (LBGTQIA+). Twitter Alas (Hispanics), Twitter Stripes (Veterans), Twitter Women, Twitter Parents, Twitter Asians, and more, enabling the groups to activate around global tentpole events both internally and on the Twitter platform.

SOLUTION
Asset toolkits were developed that included custom emojis, animated 'gifmojis', hashtags, social assets, and presentation templates. Successfully distilling the wants and needs of groups that were often internally incredibly diverse - Twitter Alas featured hispanic Tweeps from all around the world, including Colombia, Cuba, Spain, Argentina and the US - into a single 72x72px emoji was a very pure and rewarding design problem to solve. These toolkits were well-received by all BRGs, leading to additional opportunities at Twitter and ultimately reaching upwards of 2 million Twitter users.