Sharing the joy of play
Mattel
Culture + Community
Overview
Branding
Art Direction
Motion Design
During my time at Hero Collective, I led the creative direction and design of Culture + Community, an internal initiative at Twitter focused on celebrating diversity, inclusion, and engagement. The program served as a vibrant platform for showcasing the voices, experiences, and cultural richness on the Twitter platform.
Rooted in Twitter’s existing brand system, the visual identity embraced layered forms, dynamic color, and expressive typography to reflect the depth and complexity of human connection. The resulting toolkit balanced consistency with flexibility, which allowed the program to evolve while maintaining a cohesive, recognizable presence.
Highlights
Led creative direction and designed the complete visual identity in close partnership with Twitter leadership
Developed a comprehensive brand guidelines system to ensure consistency across platforms and touchpoints
Collaborated with internal team members and external partners to streamline communication and execution throughout the design process
