Twitch Presents is a channel where Twitch partners with other content providers, in order to provide fresh content, to our community. We built a brand, and design system for this unique channel that works in conjuncture with third party content creators. This channel branding, and collateral system has been seen by over 190 million unique viewers.
The identity must feel different from the overarching Twitch brand, as the content on this channel is not created by Twitch.
The new identity should represent the Twitch community and the ever-changing catalog of content.
This system needs to be flexible enough to stand on its own, but also pair well with other brands for marketing collateral.
Dissect Twitch into its most essential elements, before rebuilding it into the supporting channel identity and design system.
Each user on Twitch is different from the next. Each perspective of the world and their experiences are all different from the next.
Each event, clip, broadcaster, marathon, show, or video is different than each other. Twitch Presents strives to continuously uncover new relevant content.
Each time a Twitch user logs on and interacts with their community, they have a new experience, dialogue, and interaction.
Pixels become the metaphor representing the individuality, and uniqueness of each user, community, content offerings, and chat experiences on Twitch.
The pixel represents one individual, community, piece of content, or chat experience. Each one is different from the next.
The gradients start to form as pixels start to come together. In these moments, experiences begin to mesh together. Communities begin to form, and people that may be starkly different from each other become part of a new pattern, that summarize their new collective experiences.
The Dynamic Patterns become a visual metaphor and an identity system that reflect the dynamic range of content that is hosted on Twitch presents.
This gradient system can be used with the Twitch color palette or changed to reflect the color of the content provided to Twitch Presents from another party.
By utilizing the gradient design system we are able to allow the volume of the Twitch brand to fluctuate alongside partner content. The flexibility of this system allowed for:
Collateral to quickly be spun up in multiple different medium types (print, web, social, video)
Beautifully balanced cobranded collateral between partners, Twitch, and the shows being streamed on Twitch Presents
Color palettes from the shows or content providers, to shine through on every asset
The collateral to live on its own when no third party assets are provided
The Twitch Voice and tone to scale up and down depending on the marketing collateral goals
Brand Volume Defined:
LOW BRAND VOLUME
At the lowest level of brand volume the Twitch Presents logo is present but lets the partnered content have the largest presence.
MEDIUM BRAND VOLUME
At the middle level of brand volume. The Twitch presents branding should be split between building hype, and informing.
HIGH BRAND VOLUME
At the highest volume, the gradient system can be paired with type to reflect the content being streamed.