Discord Rebrand
Imagine A Place Campaign & Brand Guideline
As an art director and graphic design lead, I worked collaboratively on the Discord Imagine A Place rebrand campaign, I played a vital role in defining the new brand guidelines and executing some key visual elements and layouts. I developed a unique visual system using shapes to represent our audiences, communities, and content working closely with our partner agency AKQA. Through impactful graphic design concepts, I effectively communicated the evolved voice and tone of the Discord brand.
In order to tell the stories the way they were told the brand design language has taken distinct cues from the design language used in the product of Discord. On a higher level, you will recognize geometric shapes that define users, community, and content in the core components.
On a more granular level, you will notice details such as a user’s status or an active community. It’s all designed to be playful yet purposeful.
The storytelling device we have defined is open for interpretation but still confined to certain styles and ideas. We created a brand design system where mixed art creations made with 2D and 3D illustrations were placed into the real world. Every creation is driven by the user stories.
This rebranding work was part of a repositioning of the brand where the new brand line ‘Imagine A Place’ played a key role in every execution.
Credits
Discord
Tesa Aragones, Bemnet Yemesgen, Tory Grove, Molly Kosty, Mark Donnelly, Kenny Layton, Eric Barnett, Elisa Marin, Mindy Day; Amo Zhou, Justin Middendorp, Elie Dagher, Fiona Tran, Jackie Chen, Kevin Dam
AKQA
Hugo Barne, Arendse Rohland, Noe Sato, Thor Hedegaard, Lexington Baly, Erik Herrström, Gijs van de Wal, Shiko Mura, Christian Detken, Hannah Portner, Bethany Wong, Boris Loeve, Elise Hagedoorn, Evan Dunn, Mark Toal Lennon, Geoff Northcott, Alex Rose, Miriam Plon Sauer, Nicolai Smith, Peter Lund
KOTO
Koto played a key role early in the process of defining the core brand elements such as the symbol, wordmark, blurple color, and typeface choice.