Brand Manager Twitter Rebrand

In 2019, our CMO Leslie Berland challenged our creative team ECD: Donna Lamar, Design Director: Derrit DeRouen, Global Brand Director Hideki Nick Watanabe, Lead Brand Strategist, Meg Dudley to review the Twitter Brand and give it an update in the form of a rebrand. We had high equity in our logo and our mission statement was ‘to serve the public conversation’, but how did the average consumer know when Twitter, the brand was speaking. Other brands and news agencies were showing consumer Tweets in both advertising and in the news. How could we separate our voice from theirs? We did a deep dive using our research and analytics team to understand our Brand differential and that is how we came up with the Rebrand. Twitter was Real. Straightforward. and Unfiltered, so we built our brand identity and voice to encompass this expression by intentionally creating a design system that was imperfect. My role during this 2 year process was to manage the needs and feedback of the in-house creative team, agencies, leadership and stakeholders by providing up to date risk assessments by navigating through ambiguity and providing clear communication; create a roadmap and task schedule for the creation of each final deliverable, inclusive of stakeholder input and testing across user channels both in-house and external; work closely with product designers, engineers and digital to bring the design architecture into the lowest common denominator; and stay in step with accessibility team ensuring the brand design could speak to everyone. In addition, I worked together with Grilli Type Foundry, Derrit DeRouen and product engineers to create and launch our proprietary font, Chirp across 167 languages and 87 styles. I also became the owner operator and voice of our #Brand slack channel where Twitter Org employees could ask me brand questions, schedule a consultation for an in-house or external facing project or sign up for one of the many workshops I helped lead on how to use our brand tools.

Agency partners: Irradié and Grilli Type Foundry