ROLE: DESIGNER & ART DIRECTOR
As a Senior Visual Designer for Snap’s Visual Design team, I’ve worked closely with the CEO, Evan Spiegel, the Marketing team, the Product Design team and an external design studio Gretel to efficiently lead and administer creative design projects in support of the overall company design refresh.
Specifically, I created the spruced-up and more versatile Snapchat ghost logo which has been implemented in the Snapchat app and website as well as social campaigns on Instagram and Twitter, TV commercials, print ad on People magazine, and multiple OOH installations including Times Square billboards.
This campaign reached an international audience, as they were exhibited in several countries: Australia, Brazil, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Spain, the United Kingdom and the United States.
In addition to generating a widespread exposure, this ‘Real Friends’ campaign elevated Snap brand’s iconic image across the globe and garnered significant acclaim, being featured in industry’s most respected publications and news medias such as AdWeek, Mashable, CNBC, and Alist.
In 2017 fall, Snap undertook a mad dash to redesign Snapchat in just 6 weeks.
The redesign was intended to return the company to fast growth and encourage more candid sharing among groups of close friends while moving professionally produced content into a separate part of the app.
But the public weren’t thrilled with the update; it sparked outcry from users and ultimately led to the company’s first-ever decline in daily active users.
Cheetah was the internal code name for Snapchat’s redesign, derived from the speed with which the Snap team developed the project, which, looking back, Snap's CEO Evan Spiegel called “rushed.”
I was tasked to design the Cheetah sweater that was given to 3000+ Snap employees across the world as a small token of appreciation for the way everyone came together through Snap's most challenging and transformational year.
Hover over the image to find the hidden ghost
“Out of all our Snap swag, it's the sweatshirt I am most proud to wear.”