The Strategy
We worked closely with Hero to build a strategic framework for the Culture & Community (C&C) team and its public-facing expression, #TwitterVoices. The goal was to elevate the voices already defining Twitter’s cultural pulse without ever overshadowing them.
We collaborated with artists from within the communities themselves, using their lived experiences and creative perspectives to help shape both the narrative and the design.
The Visual Identity
The system was built around Twitter’s core visual language—bold, expressive, and editorial—but evolved to reflect the nuance and energy of the communities it served.
We introduced:
Vibrant gradients to inject emotion and energy
Layered compositions to create visual depth
Photography-forward treatments that used the hashtag as both frame and amplifier
We designed a brand identity that didn’t just represent culture, but that was built in collaboration with it.
TWITTER VOICES X: Celebrating culture. Centering community.
(Brand STRATEGY & VISUAL STYLE DEVELOPMENT)
Twitter Voices X was created to spotlight the unique perspectives of marginalized and underrepresented communities on Twitter—bringing new visibility to the voices shaping culture in real time.
We partnered with Hero Collective to craft a brand strategy and visual system that honored that mission while aligning to Twitter’s master brand. The challenge was making Twitter Voices X feel distinct, culturally grounded, and creatively flexible—without losing its connection to the master brand’s larger visual identity.
Role: Creative Director
Client: Twitter Culture & Community
—CREDITS
Partner Agency: Hero Collective