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Snapchat is a brand that loves to surprise and delight it’s wide user base. We tackle problems from a first-principles approach and always ask “what’s better?” — not just “what’s industry standard?” A brand that’s truly not afraid to be uniquely different.We empower our community to be their true selves in communication with real friends but we aren’t expressive ourselves. This means always giving our community and content the spotlight, avoiding any visual or verbal communication that draws too much attention to ourselves.

We already have such a strong visual language, unlike most brands, created almost purely by our community, so we decided to use it. When we’re at our best, people don't see Snapchat, they see their friends and our brand refresh follows this belief.

See the full project here.