Twitch Rebrand and World Creation

Brand Identity, Creative Strategy, Creative Direction, Copywriting

The brief: Twitch, the world’s largest live-streaming platform and community, had a heritage rooted in gaming. But as Twitch grew, gaming became one of many types of content popular on the site. To continue growing audience share, the brand needed grow with the community, appealing to a wider audience without alienating the dedicated users who made it special in the first place.

The solution: a collaboration with COLLINS to reimagine everything from colors to colorful language. As CD and lead copywriter, I led the brand voice and writing component of the project and was happy to double down on Twitch’s unique blend of wit, sarcasm, and unexpected levels of sincerity, while at the same time not leaning too hard on insider cultural references . The key message? Anyone and everyone can find their people here.

The result: A rebrand that honors Twitch’s unique history, welcomes new visitors, and has the flexibility to share the stage with the creators who keep viewers coming back for more. To debut this updated voice and design system, the project was quickly followed by Twitch’s first brand campaign, You’re Already One Of Us.