Over eight years at Twitter, I grew through various design roles within two dynamic teams. As Senior Art Director on the internal Brand team, I led the development of Twitter’s refreshed visual identity through strategic campaigns and scalable design systems, ensuring consistency across marketing and product platforms. Before that, I served as Design Lead on the Twitter Next Creative Development team, where I worked with strategists, creatives, and technologists to produce innovative work for top-tier partners like Bank of America, Citi, Spotify, and Samsung. From integrated digital campaigns to creative social formats, my work consistently pushed creative limits while addressing complex advertiser challenges and enhancing Twitter’s reputation for design excellence.
2022
BRAND IDENTITY
DIGITAL CAMPAIGNS
VISUAL DIRECTION
INNOVATIVE SOCIAL FORMATS
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.
Role: Associate Creative Director, Twitter Brand Studio
As Associate Creative Director on Twitter’s in-house studio team, I helped lead a multidisciplinary group of designers, art directors, writers, and producers to concept and execute a wide range of creative for the brand. Our work spanned integrated campaigns, one-off ads, localized activations, and IRL experiences—connecting Twitter’s platform, culture, and community through design-driven storytelling.
2022
Twitter In-house Studio
PARTNER: GCM + HBO
THE WHAT/WHY
Bringing Westeros into the real world.To build anticipation for the final season of Game of Thrones, we partnered with HBO to transform the #ForTheThrone fan conversation into an immersive, multi-platform campaign. From exclusive emoji drops to towering tweet waterfalls in NYC, LA, and Toronto, we turned fandom into a spectacle worthy of the throne.Drive new Twitter Blue subscriptions by leveraging humor, delivered by Twitter-famous users, to explain why Twitter Blue is essential to what’s best about Twitter.
THE EXPERIENCE
Fans who retweeted our CTA received exclusive content—custom character artwork, emojis, and updates delivered directly to their feed. Select tweets were then featured across high-traffic OOH placements (NYC, LA, Toronto), creating a digital-to-physical loop of hype.
THE HOW
PARTNER: GCM
THE WHAT/WHY
Reinforce the message that Twitter has the power to manifest your dreams.
THE WHO
GenPop Awareness / Lapsed Users
THE HOW
200+ digital and print out-of-home (OOH) assets; live content capture of OOH in city context for seven markets; 2 magazine ads (Vanity Fair and The Hollywood Reporter); TikTok video adsWe wanted an art-first approach to our brand identity that encompassed emotion and expression.
PARTNER: GCM
THE WHAT/WHY
Drive new Twitter Blue subscriptions by leveraging humor, delivered by Twitter-famous users, to explain why Twitter Blue is essential to what’s best about Twitter.
THE WHO
Power users – heavy Twitter creators and consumers
THE HOW
:42s video on platform; thread with educational GIFs
PARTNER: CPM
THE WHAT/WHY
Define, reintroduce, and build a connection between consumers and audio through a brand moment highlighting Twitter Spaces and its best use cases.
THE WHO
Light/Medium Twitter users, content creators, audio listeners off platformGenPop AwarenessLapsed Users
THE HOW
:35s video advertised via Twitter handles and promoted Tweets