Creative direction for Snapchat’s social channels, including executions for motion and video edits specifically for various platforms. Working closely with the Social Brand Manager on best practices, and strategy, I created design principles to inform design.
I then directed motion designers + video editors on executing, and created guidelines on how to properly scale creative across multiple social platforms based on insights. Below is an excerpt from the final presentation to onboard the entire marketing creative department.
Insights driven, I took different best practices for what performs great on various social platforms, and branded them specifically for Snapchat. These key principles aka “source of truths” help give designers and editors a reference for why the creative output for social is branded differently, looks and sounds a cetain way, and lasts for as long as it does.
Following the principles, are examples of taking existing content, and retrofitting with the new creative direction. With before and afters, makes an easy-to-follow way of seeing the vast improvement for social content.
Example #1
BEFORE
![]()
❌Not bespoke for social
❌Too long
AFTER
![]()
✅Full-frame
✅Quick & Snappy
✅Reveals truth faster
✅Only on Snapchat Branding
Example #2
BEFORE
![]()
❌Not taking advantage of available dims
❌Not as simple, a lot to take in
AFTER
![]()
✅Full-frame
✅Quick & Snappy
✅Simple
Example #3
BEFORE
![]()
❌Not taking advantage of available dims
❌Not as simple, a lot to take in
AFTER
![]()
✅Full-frame
✅Quick & Snappy
✅Simple
Example #4
BEFORE
![]()
❌Not taking advantage of available dims
❌Not as simple, a lot to take in
AFTER
![]()
✅Full-frame
✅Quick & Snappy
✅Reveals truth faster
✅Only on Snapchat branding
For times when assets are non-exisistent, and Snapchat wants to share what’s top of mind on social, it was important to have content that could be designed quickly, and consistently. Below are a couple of examples utilizing typography, but still feels genuine to the Snapchat brand.
Even utilizing in-app creative tools and time-lapse to create mesmerizing content for social
Snapchat produces original content under the name, Snap Originals, and at times it’s critical to capture branding for both the Snapchat brand (ghost), and the production (originals). The solution below, is a dynaminc branding bug, to be used as a small watermark on any Snap Originals content posted on social.
Tags: Snapchat, Motion, Video, Social Media, Digital, Creative Direction, Dynamic Branding
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