Case Study
How I helped bring order to
Twitter’s broken design system.
My Role
Deliverables
Contributors
Overview
Before the full rebrand, Twitter’s visual identity was fragmented. It often felt like there was no cohesive brand at all, due in part to guidelines that allowed for too much flexibility.
While the company worked toward a long-term brand strategy, we launched a mini “brand refresh” to bring clarity, consistency, and a unified sense of identity in the interim.
Twitters brand was #Broken
My first task was to conduct a thorough
brand audit to capture a clear snapshot
of the brand’s current state.
The existing guidelines had failed, and every department had developed its own
way of working. This audit became the foundation for briefing the designers at Six.
A streamlined system with elevated design
We created a scalable design system with a clear content hierarchy, improving brand recognition and simplifying how information is presented.
Pressure-testing the system on a worldwide scale
To test the system, we built a suite of static and animated data-visualization assets for the World Cup and WWC. These included daily schedules, fixture and result cards, top moments, and conversation highlights.
This campaign proved the system’s ease of use and adaptability.
Optimized for company-wide implementation.
With the new system in place, I focused on optimizing it for organization-wide adoption by developing design templates and assets for all use cases.
I also trained teams and oversaw the rollout of the system.
The Results
The improvements proved the value of a system-first approach: tighter identity, smoother production, and a design language that scaled across teams, markets, and moments.