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.
![](https://freight.cargo.site/t/original/i/2629cb15226ca922bd5177df52f58dd6fed95dce96724fc159eefe586ebaefd8/SC_Brand_Playbook_Computer_mockup_7.png)
![](https://freight.cargo.site/t/original/i/eaa9df2a69e25d1323016723b1587b44bdf5763bb4300bfa9cf7b79fe13f4cd7/SC_Brand_Playbook_Computer_mockup_9.png)
![](https://freight.cargo.site/t/original/i/02c665da6ffe92b3a34e80310b38fe21a462dae43a87796603f5cca897dd0c84/SC_Brand_Playbook_Computer_mockup_10.png)
![](https://freight.cargo.site/t/original/i/e906024da94fb39007fe8d99f3fa90701c6dfdd730b2dbb505a2259e0502ba0c/SC_Brand_Playbook_Computer_mockup_11.png)
![](https://freight.cargo.site/t/original/i/6ed4e0298bf08d3644e63c2554058d02ed2370556b4d7687d8cb43934831c9ea/SC_Brand_Playbook_Computer_mockup_8.png)
![](https://freight.cargo.site/t/original/i/ad25aabcbe71855226fec4142bc57398346daa6b7ffa15b0a9a2968afcf23182/SC_Brand_Playbook_Computer_mockup_6.png)
![](https://freight.cargo.site/t/original/i/112633d3976852bf1dfaf9ef68c571f7190468a8405ed3fcb70823fc8b3a25aa/SC_Brand_Playbook_Computer_mockup_5.png)
![](https://freight.cargo.site/t/original/i/a33bc33a74b04cb15a6ad7727830643bc46f1a32b6a7b54c26981690616ac63f/SC_Brand_Playbook_Computer_mockup_4.png)
![](https://freight.cargo.site/t/original/i/60ac2f9ac4bd852f1147b86394fd8e7d0d83c738827effab6ed7489dab997864/SC_Brand_Playbook_Computer_mockup_3.png)
![](https://freight.cargo.site/t/original/i/119600bcd8533aadcf76fbc6c82ff76cc17d35954d4e96a95cb4fed5ef1493a6/SC_Brand_Playbook_Computer_mockup_12.png)
![](https://freight.cargo.site/t/original/i/0e3b9865327ab24f609e24cde5df77879c1ff4e4ddfec59a32a098bd50d7b394/SC_Brand_Playbook_Computer_mockup_2.png)
![](https://freight.cargo.site/t/original/i/8007e2de2f0d41c0df73489ab7da5e644350901d49532d620909f3e8153c48a1/SC_Brand_Playbook_Computer_mockup_1.png)
Tags: Snapchat, Official, Brand Guidelines, Layout, Design
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