Like many of my projects, I created the majority of messaging and writing as well as design. In my mind, the two are quite inseparable. Graphic design, after all, only develops in symbiosis with industrialism, consumerism, and modern marketing. Before then, no such profession exists. The closest we get to “graphic design&dquo; as a profession is in bookmaking. The closet we get to branding is in publishing once again and heralds and the use of emblems by the nobility.
Graphic design is part of the democratization of consumption engendered by the industrial revolution. At the core of it, it is the communication of availability to a market. Communication: spoken, written, heard, touched, or smelled is the core of good design. Without centralized bureaucracies of the nation-state, without mass-literacy, without consistent transportation networks, graphic design is not useful.
In Twice’s rebranding, my main goal was to embody the idea that “secondhand never looked so good.” Gone were the stigmas of used clothing and musty retail stores. In it’s place: I championed a clean style of bright colors, comfortable simplicity, and smiles. The strong operational backbone of Twice made this brand experience carry over literally into the fast shipping, easy checkout, and product-heavy focus of the application. Surrounded by some of the most talented people in the Bay Area, we created an experience that elevated and made accessible the secondhand marketplace to everyone.
As Creative Director, I worked alongside product, engineering, customer support, and marketing teams intimately. My colleagues consisted of designers eagerly improved themselves through continuing education and work. A strong mind produces a strong hand. Design education aided us when solutions weren’t obvious.
We faced many challenges: a lack of creative direction before, a large and fine-tuned product already in use, and a small team. But then again, most startups face very similar issues. I at first worked closely with leadership to develop a crisp plan to have every property re-branded and launched within six months. We did it in four.
Web and product were the primary concern, but my greatest pleasure at Twice was working on photography. We developed a completely in-house photography team: stylists, photographers, and creative were all handled by the very same people who worked at Twice. Our drive to present a new face to secondhand clothing blossomed in the photographic work.