Twitch Social Ecosystem Refresh

The Opportunity

When I joined Twitch, the social team functioned mostly as a service arm. Content was reactive, tune-in heavy, and lacked a clear editorial identity. The brand needed a shift toward storytelling, community, and cultural leadership.

The challenge was to evolve Twitch Social from a distributor of updates into a strategic, creator-first content ecosystem aligned with the company’s broader marketing and business goals.
The vision deck that anchored this overhaul is shown throughout this case study.

The Strategy

We built a new social foundation rooted in three pillars:

1. Social would celebrate and inspire the Twitch community, highlight the best of the platform, and foster daily dialogue.

2. Every channel would reflect the heart of Twitch. We embedded creators into the center of our storytelling, treating them as cultural drivers, not promotional endpoints.

3. We stopped repackaging assets and built content made specifically for the feed it lived in. This included new formats, TikTok-style reactive storytelling, creator collabs, and a polished but chaotic Twitch visual language.

Our strategy positioned Twitch Social as a creative studio, not a request center.

What We Built

A new editorial identity

We defined Twitch as storytellers, cultural leaders, and engagers.

A refreshed design system

We rebuilt the social grid, color palette, type approach, and content tags to ensure posts looked unmistakably Twitch.

A scaled content ecosystem

We introduced tiers of production and channel-specific content verticals to increase volume without sacrificing quality

A new measurement framework

We tied social KPIs to business goals by focusing on sentiment, consideration, reach, and engagement.

A paid and organic hybrid strategy

We built an always-on paid layer to amplify top-performing content and reach new communities beyond gamers

My Role

I built and led the team responsible for transforming Twitch’s social presence. I created the strategy, developed the editorial and design systems, and rolled out a new cross-channel approach that reshaped how the brand showed up across platforms.

My work spanned creative direction, content architecture, channel redesign, KPI and measurement framework development, and daily team leadership. I partnered across marketing, brand, product, communications, partnerships, and creator teams to ensure the vision took hold across the entire organization.

The result was a best in class social engine that became the blueprint for Twitch’s modern presence and a model for creator-first brand storytelling.