My role was Creative Director, UX, Strategy, and Design
In 2021, Twitter refreshed the brand ushering in a more expressive look and feel designed to capture the energy of the platform. The About site was one of the tentpole properties selected to reintroduce Twitter to the world. Our work focused on delivering the brand intent through compelling visual and verbal expression and shifting the site architecture to better Twitter’s purpose driven story.
The site sits on a custom web design system and CMS and is fully responsive. This was a team effort that involved over 30 folks from teams throughout the company as well as deep external agency partnership. This was one of several launch work streams and served to inform all subsequent web properties in the non platform ecosystem.
My was Creative Director, and Digital Advocate
I began working on Twitter’s latest brand refresh late 2019 and was a key member of the team focused on crafting the brand expression.
The brand refresh was born from the insight that the brand Twitter built 5 years ago didn’t reflect the energy and vibrancy of the platform. The goal of the work was to create a brand that is of culture, expressive, complex, and perfectly imperfect by design.
I joined the team about half way through the larger effort and led several launch critical work streams, on both marketing and product surfaces, and drove much of the translation through templatization and tool building efforts necessary to take the work from concept to fully realized. This work set the foundation for all non platform web properties and the hard working tools teams and initiatives need to reach their audiences.
This was a Herculean effort and produced some of the most unique and compelling work I’ve ever been a part of. One of the many thrills was working with the folks at Grilli on a custom typeface called Chirp.
This was a team effort that involved folks from throughout the company as well as deep external agency partnership from Irradié.
Keep an eye out for the work as it continues to roll out.
My role was Creative Director, UX, and Strategy
In 2021, Twitter refreshed the brand ushering in a more expressive look and feel designed to capture the energy of the platform.
The Careers site was one of the tentpole properties selected to introduce the new look to the world. Our work focused on embracing the personality of Tweeps heroing them within the brand expression and demonstrating that anyone’s voice can change the company.
The site sits on a custom web design system and CMS and is fully responsive. This was a team effort that involved folks from teams throughout the company as well as deep external agency partnership.
My role was Creative Director, Project Advocate and Product Manager
In 2019, I led the team that created Helios an interactive data visualization built off the Twitter Aurora data set where folks could experience the impact of a single Tweet over time.
Tweet authors are represented by their avatars and time is represented by a series of concentric rings indicating the minute, hour, day, and a week. The height of the avatar represents the number of impressions and the size of the avatar represents the number of retweets.
We analyzed many conversations and came up with a set of 12 that were part of the interactive experience at Twitter HQ and also traveled to Singapore, Dubai, Tel Aviv and Beijing. Custom Helios visualizations also became a valuable tool in closed door conversations with the Twitter Customers org.
My role on the project was Creative Director, Project Advocate, and Product Manager
In 2018, I was asked to lead Twitter Aurora, a one of a kind suite of data driven interactive and passive experiences throughout Twitter’s offices worldwide and at tent pole marketing events.
At any given moment all over the world, Twitter is filled with rich and vibrant conversations between people from all over the world. Twitter Aurora explores how these communities evolve and interact by allowing folks to go beyond their timeline and experience a map of culture as it forms in real time.
We looked at the top 200,000 users on the platform based on follower account and mapped them together based on followers in common. By grouping folks together in this way we were able to discover pockets of culture you might expect like “Basketball” or “Wrestling” but also the unexpected like “Beliebers” and “Country Music and The Voice”. We also grouped folks based on geography which gave us a window into what the world was talking about.
My role is Co-founder
In 2016, I co-founded In/Visible Talks with Dava Guthmiller. We were both active in the design community but looking for more from the events we’d been attending, more authenticity, more dialog, and more discourse.
We like to say In/Visible Talks is a conference for creative professionals that celebrates the art of design. Now in our 5th year, we have hosted over 70 speakers and thousands of attendees from all over the world.
The conference is not about case studies but focuses on the behind the scenes of design.
This project is most certainly a labor of love and allows us give back to our profession, learn from one another and bring folks together from all over the world.
My role was Creative Director, UX, and Strategy
In 2017, I led the digital translation and replatforming to Adobe Experience Manager of Twitter’s 2016 brand refresh to key tentpole properties including the Twitter company site and blog. Building off of the foundation I established with the Twitter Marketing site we adopted mobile first, responsive, and atomic design practices which were somewhat new at the time.
Our work established the design language that would later become the foundational components of the non platform web design system rolled out to 30+ web properties in as many as 18 languages with upwards of 20 authors.
I drove the end to end work on the About site from RFP process and agency selection through initial concept and creative direction to engineering implementation.
The site launched in 2017 and has seen millions of page views since inception.
My role was Trusted Partner, Creative Director, and Designer
In 2017, I partnered with Instagram on a top secret project to create a book given to Pope Francis. Seven days before Kevin Systrom got on a plane headed for the Vatican, I got the call.
In record time we were able to create a simple, well crafted, and beautiful tome demonstrating the power of images suitable for a head of state. About a week later the Pope officially joined Instagram.
My role was Creative Director, UX, and Strategy
In 2016, I led the digital translation and replatforming of Twitter Marketing known internally as MTC and introduced both mobile first, responsive, and atomic design practices.
The site is the cornerstone of the business marketing organization’s channel strategy, is localized into 10+ languages, and has a global content blueprint with regional customization.
The site launched in 2016 and has seen millions of page views since inception.
My role was Creative Director, UX, and Strategy
In 2015, I redesigned NerdWallet's Ask an Advisor platform from the ground up providing hands on product design across 3 breakpoints to create a mobile first responsive design system.
This project was also unique because I worked very closely and mentored a first time Product Manager.
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My role was Creative Director, Strategy, and Design
In 2014, I partnered with Instagram to craft the first ever visual design system for Instagram for Business. The project included the Instagram for Business website, a suite of marketing collateral, swag, and style guide.
My was Creative Director, and Strategist
In 2013, I led a month long P-I-N-K makeover in Words with Friends in honor of breast cancer awareness month. Bloomingdale's and Zynga partnered to create a series of mini games within Words with Friends designed by fashion and beauty mavens Donna Karan, Tory Burch, and Bobbi Brown and several activations including a limited edition tee sold in-store and online with proceeds donated to support research, signage, and an in-store event at the Bloomingdale's flagship in NYC.
My role was Creative Director, Project Advocate, and Client
In 2012, I led led a complete overhaul of the Zynga master brand expression, resulting in a new logo mark, identity system, strategic framework and guidelines implemented across a wide variety of surfaces including marketing, product, OOH, REW, packaging, and never been done before partnerships seen by millions of people everyday.
My role was Creative Director, and Agency Partner
In 2013, I worked as part of a multi partner marketing effort to create the world's largest Words with Friends live game. This goal of this campaign was to promote greater awareness and trial of Crystal Light Liquid among women in their 20's.
The marketing program included a in-game campaign and sweepstakes entry as well as a live event where we projected a real time multiplayer game board on to the Maritime Hotel in NYC. The event also included a street activation and VIP party with game fans, writers, bloggers hosted by Jordin Sparks.
Other agencies included VSA Partners, Jack Morton Worldwide, Starcom MediaVest Group, and Henson Consulting.
