Twitch
Born from gaming sub-cultures, Twitch has grown into a global community of communities and is considered a cultural pioneer at the edge of what’s next for today’s audience. People come to Twitch to build and experience community in a way they can't anywhere else. From the fans to fanatics, the weird to the wonderful, every day millions of people come together for whatever on Twitch. For the last four years, I have led the brand through this journey, leading the global brand, creative, design, DEI marketing, and brand media teams. In this time, Twitch has doubled in viewership to over 25 billion hours watched in 2022 making it the world’s largest live-streaming platform, with 2-3m viewers watching live at any given moment. During the four years, Twitch’s value has increased from $9B in 2019 to $45B, and is recognized as the undisputed world heavyweight leader in live-streaming.
Global Brand refresh & platform
In 2019 we rebranded with the future in mind by ensuring our brand was adaptable to evolutionary needs. In 2023 we set to work on our first update. Having identified opportunities across the system that would level up impact and ensure relevance for tomorrow, we wanted to double down on visually articulating our newly developed brand promise of “Community like nowhere else”, and integrate this work into our new brand platform “Together for whatever”.
