Case Study
Anatomy Of Hype
Research project focused on hype and fandoms.
ResearchBrand Strategy
The work
Turn research about hype, fandom, and online communities into an industry-facing editorial story for advertisers.
- Role
- Design Lead, Twitch AdsTwitch, 2020–2023
- Constraint
- The publication needed to make a complex cultural subject useful to marketers without flattening the communities it described.
- What I did
- Led the white-paper design and visual narrative.
- Built an editorial system that could carry research findings, cultural examples, and advertising implications in one coherent story.
- Result
- Positioned Twitch Ads through an evidence-led story about how communities form around hype and fandom.
Other Projects
Open to brand systems work, design leadership, and the occasional weird side project.