Snap Inc.

Canvas Design System

An innovative branding toolkit for creating flexible communications. 

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The Snap Canvas System is a visual reflection of the brand's principles. Like many systems, focuses on establishing necessary standards but preserves the creatively democratic spirit of Snap. We were asked to expore and develop creative tools for the Snap team to work with in their brainding pursuits. To create context specific communications, we targeted themes synonmous with the Snap community: creativity, friendship, art/visual culture, photography, commerce, work-life, music, sports, pop-culture, technology, diversity, entertainment, etc. 

The creative tools we developed had the challenge of working harmoniously with the brand's iconic Bitmojis, while distancing themselves from Snap Chat in-app filters and properties. 

We strategically moved away from the Ghost as a character, and repositioned it as a symbol for the creativity that happens on the Snap platform. It became about possibilities: is it a container, a location, a portal, a frame, a lens, or something else our future selves has yet to stumble across?

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As part of Snap's creative toolkit, we developed a library of emotive stickers for use across various communications. As if we were at a shortage for flare, we created a deep library of Snap Doodles to augment the stickers. 

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Chief Creative Officer
Jonathan Notaro

Assoc. Creative Director
Emeric Trahand

Designers
OmarAqil, Mercedes Affleck, Abigail Goh, Jean-Michel Verbeeck, Jelly Wei, Ari Winkle

2D Animation Director
Gerald Mark-Soto

Animators
Jae Bae, Pete Germano, Anthony Kim, Frankie Principe, Xuchen Wang, Olive Welsh, Ari Winkle

Managing Partner
Devin Brook

Executive Producer
Garrett Braren

Head of Production
Johnna MacArthur

Producer
Matthew Creeden

Assistant Editor
Ryan Rigley

Resource Coordinator
Ashley Domondon