Twitter Emoji System
Twitter Emoji System
Platform Expression System
Visual Identity
System
Role: Creative Director
Role:
Creative Director
7,000+ assets.
2 years in the making.
1 very loud social platform.
An emoji and sticker system designed for Twitter, continuing to live inside the platform through its rebrand into X.
7,000+ assets.
2 years in the making.
1 very loud social platform.
An emoji and sticker system designed for Twitter, continuing to live inside the platform through its rebrand into X.
7,000+ assets.
2 years in the making.
1 very loud social platform.
An emoji and sticker system designed for Twitter, continuing to live inside the platform through its rebrand into X.
EMOJI FEEL SMALL.
AT SCALE, THEY'RE ANYTHING BUT.
EMOJI FEEL SMALL.
AT SCALE, THEY'RE ANYTHING BUT.
This work had to support thousands of assets, constant cultural updates, and multiple teams contributing over time, all inside a live product.
To solve this, I worked with developers at BUCK to design and build an internal Emoji Tracker: a platform for organising, tracking, and managing the full emoji and sticker library as it evolved.
EMOJI FEEL SMALL.
AT SCALE, THEY'RE ANYTHING BUT.
This work had to support thousands of assets, constant cultural updates, and multiple teams contributing over time, all inside a live product.
To solve this, I worked with developers at BUCK to design and build an internal Emoji Tracker: a platform for organising, tracking, and managing the full emoji and sticker library as it evolved.
DESIGNED TO HOLD UP.
EVERYWHERE. EVERY SIZE.
The visual system needed to remain legible and expressive across radically different contexts, from billboard-scale applications down to a 25-pixel emoji in product.
That meant defining a clear creative approach, detailed standards, and a structure that allowed teams to move fast without losing clarity or character.
DESIGNED TO HOLD UP.
EVERYWHERE. EVERY SIZE.
The visual system needed to remain legible and expressive across radically different contexts, from billboard-scale applications down to a 25-pixel emoji in product.
That meant defining a clear creative approach, detailed standards, and a structure that allowed teams to move fast without losing clarity or character.
I led the creative direction and governance of the system, aligning Twitter’s design team with BUCK’s directors and artists to establish the standards and art direction that sustained the work over two years.
A formative project in building long-term systems inside a fast-moving and highly visible product environment.
I led the creative direction and governance of the system, aligning Twitter’s design team with BUCK’s directors and artists to establish the standards and art direction that sustained the work over two years.
A formative project in building long-term systems inside a fast-moving and highly visible product environment.
Credits