Snapchat: Brother

Strategy + Creative Direction

As Creative Director at Vertical Networks, I led the development of a men’s lifestyle channel, Brother, for Snapchat’s Discover platform. I built and managed a stellar team of designers, and together we took Brother from concept to one of Snapchat's most successful channels with more than +20M subscribers. I led Brother’s brand look and feel, and participated in the content strategy which has allowed brother to stay at the top through the demanding and always changing ecosystem of Snapchat’s Discover.

2019 Telly Awards Winner - Entertainment for Online

Brother Brand

Brother’s brand is strong, colorful and lively. Though the millennial man has been our main demographic, we’ve focused on having an inclusive tone and look that make Brother for everyone. Brother’s visual system relies on bold typography that creates strong hierarchy and is optimized for a digital format.

Editorial Design

Brother was one of the first channels on discover to focus on single subject editions. With a combination of images and text through animation, we created unique mobile content that would give the audience an informative, entertaining and interactive experience, always with the millennial man as our primary audience. Single theme editions allowed the designers to own entire editions and develop the best look for each particular subject within the brand style guide.