When I first joined Snapchat in December 2016, there was no official and comprehensive brand guidelines. In fact, the brand itself was still evolving and needed more exploration. After 2 years of constant prototyping and building the brand, the time finally came to completely define each design element and creative aspect of the brand.

I was the sole designer for the creation of the brand guidelines. I also led a group of creatives, to prototype and establish every technical aspect. From type to composition, color, layout, templates, behaviors, copy, motion, video, et. al. I even co-wrote copy for every element.

This work would go on to influence every creative touchpoint from the brand, and serve as a baseline for in-house teams, and outside vendors for years to come. Featured below are a few select pages.