SNAP INC.

Corporate Brand Identity Design & System

Challenge: As Snap Inc. prepared for its Initial Public Offering (IPO), it needed a strong corporate brand identity to attract investors and motivate future employees while representing its diverse subsidiaries (Snapchat, Spectacles, Bitmoji, and more).

Action: Collaborated closely with the CEO to design a brand identity that conveyed stability and tradition. The visual narrative was rooted in historical typefaces, such as the one Benjamin Franklin used for the Declaration of Independence, reflecting the company's commitment to enduring values.

Result: The resulting brand identity played a key role in Snap Inc.’s successful $24 billion IPO, positioning the company as a reliable and enduring entity in the eyes of investors and setting the stage for future growth.

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Deliverables
Applied across all Media: Mobile, Web, Digital Campaigns, Social Media Platforms, Banners, Environmental Graphics, Billboards, Trade Show Displays, OOH, and Print Collaterals.

The above gif photos: Courtesy of Verizon 5G commercial partnering with Snap Inc

MISSION Mural

Environmental Graphics

Challenge: Snap Inc. needed to effectively convey its mission statement to a rapidly expanding global workforce across 40 locations.

Action: Spearheaded the design and implementation of cohesive environmental graphics that visually communicated the company’s mission. Ensured consistency across all locations worldwide, collaborating with key teams and stakeholders.

Result: The collaborative effort resulted in a visually engaging and unified representation of Snap’s mission, fostering a sense of unity and purpose among the diverse, fast-growing workforce.

Team: CEO, AR Team, Marketing, Facility, 3rd Party VendorTeam: CEO, AR Team, Marketing, Facility, 3rd Party Vendor,

MISSION Mural

Augmented Reality

Challenge: As Snap Inc. rapidly grew, I identified an opportunity to innovate the way the company communicated its core values and mission to its expanding workforce.

Action: Proactively led the integration of Augmented Reality (AR) to transform physical spaces into dynamic, animated 3D environments. Collaborated with the AR team to design a bespoke AR lens for the Mission Mural campaign, which allowed the mural to evolve in real-time, reflecting company updates and Snap’s ongoing mission.

Result: This groundbreaking approach not only effectively conveyed Snap’s mission but also enhanced the brand’s engagement with employees. The AR-infused mural became a dynamic and lasting symbol of unity, deeply resonating with the workforce. By updating daily, it kept new hires connected to the company in a unique, engaging way—cementing its role as one of the first AR branding initiatives.

Team: AR Team supported by my leadership and vision.

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POLAROID Legacy

Snap Visionaries: World's Largest Handcrafted Tribute

Challenge: Snap Inc., a camera company, wanted to honor its early contributors—including Founders, Board of Directors, and Executives—in a distinctive and impactful way that paid tribute to its roots as a camera and innovation start-up company.

Action: Brought the CEO’s vision to life by creating Oversize Polaroid Book, using a rare 20" x 24" Polaroid camera (one of only three worldwide). This camera, a tribute to the original Polaroid technology, captured stunning portraits of the company's pioneering figures. I oversaw every aspect of the book project, ensuring the book authentically represented the contributors’ impact on Snap Inc. and the photography industry.

Result: Delivered a limited-edition custom Polaroid Book celebrating Snap Inc.'s legacy as a camera innovator and the lasting contributions of its visionaries. The project honored the company’s past and highlighted its ability to transform iconic technology into powerful, emotional tributes.

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SNAP INC. Family ID

Internal Brand Design system

Challenge: Snap Inc. needed a unified internal brand design system to visually connect and represent its diverse teams, fostering stronger alignment and collaboration across the organization.

Action: Designed tailored visual identities for each team within the Snap Family, reflecting their unique functions:

  • SnapCouncil: Represented leadership and listening through dynamic, authoritative visuals.

  • CitizenSnap: Embodied global impact using imagery reflecting community and social responsibility.

  • SnapResearch: Integrated binary code to emphasize innovation and technical excellence.

  • SnapFit: Symbolized teamwork and collaboration with interconnected elements.

  • SnapDemo: Highlighted creativity and experimentation with modular block designs for Hackathons.

Result: Delivered a cohesive internal brand identity system that visually unified teams, improved internal communication, and enhanced collaboration across Snap Inc.’s internal ecosystem.

 
 

SPECTACLES – Smart Glasses

Brand ID & Campaign development

Challenge: Launching Spectacles, an AR smart glasses product, required creating a compelling brand identity during its Research and Development (R&D) phase working with Snap Lab to establish it as a novel and desirable consumer-facing brand.

Action: Designed the foundational visual identity and strategic framework, conducting extensive research and creating assets that "Sagmeister & Walsh" built upon to elevate the final brand identity, the logo, wordmark, vending machines, billboards, airport trays, storefronts, and ad campaigns for launch.

Result: Generated significant buzz and demand, with the branding positioning Spectacles as a cultural phenomenon. The product launch saw overwhelming consumer interest, long customer lines, and a strong market presence that exceeded expectations, solidifying Spectacles as a cultural and market success.