Brand Identity for Twitch Advertising
COLLATERAL & Design SYSTEM A system of asset libraries, templates, and guides for Twitch’s global sales team and their international markets.
ServicesCreative Direction, Operations, Information Design
Twitch’s advertising organization was quickly growing across international markets. Our collateral needed to stretch beyond US zeitgeist and borders in order to reflect our new global strategy. We had three main problems to solve:
1. Photographic elements to better represent the Twitch audience around the world: diversity within localization. Photos need to depict specific functions and scenarios based on business categories.
2. Need to scale collateral production for growing demand, and required a set brand methodology, and enablement system.
3. Establish the brand identity of Twitch Advertising, and how it would work with Twitch’s consumer product brand.
ComponentsLibrary of 100+ photos to represent all global markets and advertising categories
Presentation, video, and design templates for every function and internal team
Brand guide outlining methodology and logic
Central enablement hub for tutorials and documentation
TeammatesAPAC Dir of Marketing: Cheeri Leo
Photo Agency: The Smalls
Video Editor: Peter Quiambao
Aggressive timeline, a worldwide pandemic, and a limited budget led us to the creative solution of having a core photoshoot in Singapore and a supplementary one in Brazil, that allowed us to build a photography system to represent all international markets and business verticals.
WHY IT'S AWESOMEWe know our audience.
We know our clients.
We know our business needs.
This knowledge helped us to develop a clear vision, but more importantly, a meticulously prepared plan to execute under near-impossible constraints.