Snapchat
Snapchat came to us at a pivotal moment: a need to evolve its brand system without losing the irreverent spirit that makes the brand uniquely Snapchat. As the platform expanded across new formats, it needed a cohesive foundation and motion language that could flex across touchpoints, inspire teams, and bring renewed excitement to a brand built on self-expression.
Building on the momentum of Snapchat’s “Less Likes, More Love” campaign, we created an evergreen system that carries that ethos into every corner of the brand—unfiltered and unmistakably Snapchat. The result is an expressive system inspired by the creativity and communication of Snapchatters themselves.
Designed to move as loud and fast as the culture it reflects, the system embraces bold color, mixed media, organized chaos, and compositions that reflect the energy of the platform.
We defined a new motion language rooted in how Snapchatters use the app—ensuring every piece feels alive and multidimensional—and brought it to life through interactive brand guidelines that empower Snap’s global teams to use the system intuitively. Alongside this, we established a set of creative principles to help internal teams and external collaborators create with clarity, consistency, and the freedom to experiment.
Graphics & Less Likes, More Love Campaign Assets: Snapchat Team