Insight
Twitch is the world's leading live-streaming platform — a pulsing, always-on universe built around video games, esports, music, and IRL culture. With over 7 million monthly creators and millions more tuning in, Twitch isn't just a platform. It's where communities are born, fandoms ignite, and the future of entertainment is written in real time.
Idea
Following Amazon's acquisition and Twitch's explosive global growth, my team was brought in to help shape how Twitch showed up everywhere — from scroll-stopping social content to the electric energy of TwitchCon, one of the world's largest gaming conferences. The scope was broad: support every channel of marketing communication and make the brand feel as alive offline as it does on stream.
Role
As Creative Director, I led the creative vision across Twitch's full marketing ecosystem — directing experiential design for global TwitchCon events, expanding the brand's visual language through 3D asset development, overseeing social video content, and steering product launches like Twitch Turbo and the Apple App Store presence for the Twitch App.
A milestone moment was evolving the TwitchCon identity into a celebratory 10-year brand system that pushes beyond current design conventions to create a distinct, milestone-driven visual language, applied across all experiential assets and the platform itself.
The work didn't stop at live events. I also drove product launches like Twitch Turbo, kept the design system sharp, and delivered the Apple App Store graphics for the Twitch App.
Impact
From 2023 to 2025, I helped bring over 90,000 streamers, followers, and fans together across 6 global TwitchCons, designing the spaces, systems, and stories that made each one unforgettable. The brand's 3D visual library grew to over 80 objects, giving campaigns new dimension and flexibility. Social video content kept communities engaged between events, and product launches like Twitch Turbo landed with the scale and personality the platform deserves.
TwitchCon Recap
