(copywriting, content strategy, creative direction)
Before the hostile takeover and renaming of Twitter, a swirling storm of user abuse and financial concerns had been brewing. Twitter was becoming a megaphone for hate, disinformation, and bullying from dishonorable users, Russian bots, and even top government officials.
The laissez-faire approach the company had been taking was no longer deemed acceptable by the general public. Twitter needed to step forward and clarify who they were, what they stood for, and how they would enforce their rules.
Working directly with the clients both at their headquarters and remotely, I helped Twitter shape a narrative and tell its story to the world—boldly and unapologetically.
Guided by a newly crafted brand voice and tone, we built an About page that provided a perspective on Twitter's mission and goals: It was not guiding the conversation, it was only enabling it. However, there were limits to what they would allow.
After launching the About page, I helped the client craft precise and transparent guidelines for the company itself.
We collaborated to communicate the values Twitter held and drafted many pages to clarify the ways they would keep users safe.
And it was all written in a natural language that stayed true to a newly defined voice.
