Snapchat is one of the pioneers of mobile content, and has grown exponentially in the last 3 years since inventing the made for mobile videos. With an expanding slate of original series, we saw an opportunity to develop a cohesive visual system that could also grow with the brand.


As an art director of the Snapchat content team, I've worked closely with the marketing team and partnered up with Zoar Creative to develop the visual branding system for Snap Originals. Our collective challenge was to create a system that was new and exciting but still identifiable and cohesive to the parent company Snap.


Our solution: The Projection, a visual metaphor and identity system in one. It represents the immersive, premium content much larger and richer than other typical mobile content.


Over the course of 3 months, we worked together to strategize, ideate, refine and implement the Projection. Our partnership yielded visual toolkits, content spots and brand guidelines, OOH installations, and this dynamic launch video.

In addition to the development of the brand, I've directed, designed, and managed the creation of over 150 assets that went into this launch, from show posters, show gfx package, to show lenses (an immersive augmented reality experience attached to the show).

Read more about this launch here.

“With its new content push, Snap doesn’t want to just duplicate TV shows or Netflix binges, though. For whatever position its stock might be in, Snap wants to do something more ambitious: Push the medium of storytelling forward, leveraging its AR breakthroughs and social platform to do so.” [Fast Company]