When you become a household name for a community, you have two options: add more seats to the table or close the doors.

Twitch—the leading live streaming platform for gamers—chose to act as leaders, adding more seats to their table. The platform's many different communities and diverse content pushes boundaries—and they needed a new identity to reflect their expanding inclusiveness.

Our solution began with honoring the heritage that Twitch didn’t see themselves as the hero; they’re the support. The Mercy of Overwatch if you will. They buff you up, shower you with enhancements, and have your back from start to finish. Most of all, they believe in your potential.

Amplifying the uniqueness (and quirkiness) of their wordmark, creating a custom typeface, adding the graphic language of emotes and icons, as well as a photography style visualizing a “level up” approach to Twitch Creators, we aimed to invite viewers to enter this new world and be part of it.