Twitch Presents

Industry

Entertainment, SaaS

Company Size

2000+

Summary

Simplifying success for online sellers around the world.

Project Scope

Brand Strategy
Creative Direction
Design System
Collateral Creation

Twitch marathons are a wonderful thing. Bob Ross soothed our souls with happy little trees in The Joy of Painting. Fred Rogers welcomed us into his neighborhood and taught us to be good to each other in Mister Rogers’ Neighborhood. We’re not yet sure what the takeaway will be for our next marathon, but make no mistake: Senpai has noticed us.

Twitch Presents is a channel where Twitch partners with third-party content providers, in order to provide fresh content to their community. We built the brand, design system and assets for this unique series of channels.

The end result being a branded channel and collateral system that has been viewed over 220 million times.

Challenges

The identity must feel different from the overarching Twitch brand, as the content on this channel is not created by Twitch.The new identity should represent the Twitch community and the ever-changing catalog of contentThis system needs to be flexible enough to stand on its own, but also pair well with other brands for marketing collateral.

Our approach

We dissected Twitch into its most essential elements, before rebuilding it into the supporting channel identity and design system.These three essential elements were: the users, the content, and the community.

Micro view: the pixel

Each user, event, community, clip, broadcaster and marathon on Twitch is different from the next. Each perspective they hold of the world and their experiences are all different from the next.

Pixels become the metaphor representing the individuality, and uniqueness of each user, community, content offerings, and chat experiences on Twitch.

Macro View: the gradient

The gradients start to form as pixels start to come together. In these moments, experiences begin to mesh together. Communities begin to form, and people that may be starkly different from each other become part of a new pattern, that summarize their new collective experiences.
Pixels become the metaphor representing the individuality, and uniqueness of each user, community, content offerings, and chat experiences on Twitch.

Micro view: the pixel

Flexible System

By utilizing the gradient design system we are able to allow the volume of the Twitch brand to fluctuate alongside partner content. The flexibility of this system allowed for:

Collateral to quickly be spun up in multiple different medium types (print, web, social, video).
Beautifully balanced cobranded collateral between partners, Twitch, and the shows being streamed on Twitch Presents.
Color palettes from the shows or content providers, to shine through on every asset.
The collateral to live on its own when no third party assets are provided.
The Twitch Voice and tone to scale up and down depending on the marketing collateral goals.

Lowest brand volume

Twitch Presents brand is present while letting the partnered content have the largest presence.

Medium brand volume

The Twitch presents branding should balanced building hype, and informing viewers.

Loudest brand volume

The gradient system is paired with type to reflect the content being streamed/curated.

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System in use

The Dynamic Patterns in application works by bringing in colors from the content, or third party content directly into the gradient system and keeps the collateral system feeling refreshed.

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Anticipation building in collateral

The Twitch community gets incredibly excited to see what marathons, streams and content being brought to Twitch presents, so it was incredibly important to keep that excitement going in our video assets. We do this through energetic and exciting type treatments and transitions.

Anticipation building in collateral

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Industry

Entertainment, SaaS

Company Size

2000+

Summary

Simplifying success for online sellers around the world.

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