Twitter

As creative lead, I orchestrated Twitter's strategic entry into the Chinese developer market through a comprehensive brand activation spanning dozens of assets across multiple touchpoints. Working across Twitter's brand, product, and marketing teams while managing Chinese vendors remotely, I developed and executed everything from presentation decks and iconography to email headers, signage, event branding, activations, swag, and landing pages. The challenge required creating a complete visual ecosystem from scratch—transforming a product launch into a trust-building exercise where every element, from speaker slide color-coding to venue wayfinding, reinforced Twitter's authority and competence in the market.

Strategic Message Architecture: Created the "Discover, Build, Fly" framework that aligned content strategy with creative execution, making the event intuitive and memorable while providing a scalable system for future use.

Cross-Border Collaboration: Established briefing systems and visual feedback loops that enabled asynchronous collaboration across time zones, managing local production partners while maintaining brand consistency.

Immersive Brand Activation: Designed cohesive storytelling across all touchpoints—from email invites to speaker slides to venue signage—creating spatial experiences that projected Twitter's authority and guided different participant types through a strategic journey.

The launch successfully achieved high attendance and partner engagement, generated 13 one-on-one meetings, and built brand equity from zero in a new market while creating a messaging system that scaled beyond the event.