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The Bird:
A Creative Journey
Over eight years at Twitter, I evolved across multiple design roles spanning two dynamic teams. As Senior Art Director on the internal Brand team, I led the expansion of Twitter’s refreshed visual identity through strategic campaigns and scalable design systems, ensuring cohesion across marketing and product touchpoints. Prior to that, I served as Design Lead on the Twitter Next Creative Development team, where I collaborated with strategists, creatives, and technologists to deliver breakthrough work for top-tier partners including Bank of America, Citi, Spotify, and Samsung. From integrated digital campaigns to innovative social formats, my work consistently pushed creative boundaries while solving complex advertiser challenges and strengthening Twitter’s reputation for design excellence.
Twitter Brand:
Imperfect, by design
We wanted an art-first approach to our brand identity that encompassed emotion and expression. So rather than build the system up from each component part or build around a specific element, we embarked upon building a creative design system that’s intentionally imperfect.
The design rationale is expressive and dynamic, bold and layered. We avoid ever looking overly polished, refined, or polite. This lets us tell stories with emotion and color – just like people on Twitter tell theirs.
We developed a tool called the Design Matrix to guide visual decision-making and flex our brand expression. It helps us adapt to different audiences, tones, topics, and contexts—whether the shift is driven by mood, locale, or even the tilt of the sun. This system gives us the freedom to dial expression up or down, depending on the moment and the message.
The work…
…is ripped.
Torn. Bold. Digital. Layered. And courageous. It has energy and motion.
Tears are used to reveal information or to focus on something.
Layers and textures represent the constant stream of overlapping and intersecting conversations.
The use of color that POPS conveys humor, intensity, and authenticity.
And we ground everything in our iconic logo, Twitter blue, AND Tweets.
Because words matter.
