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In 2016, Linktree pioneered an all-in-one link that now helps over 25 million people launch their passions, grow their businesses, and teleport their audiences to their entire online world with a click.
In 2021, I joined the company to work on an exciting and important rebrand, and build out their long-term talent team and on-demand agency support.
Linktree had a brand and website that competitors easily replicated, making it difficult to stand out in the evergrowing competitive landscape. On top of showing that Linktree is the leader of the industry it created, the rebrand needed to be future-focused and tell the diversity of stories of all creators.
We partnered with renowned design agency COLLINS for the rebrand, which we further developed in-house as we simultaneously grew our Brand Studio.
One of my more fulfilling roles to date, I’m grateful to have been able to craft and implement the operational and executional strategy across our brand design team—leading a group of highly talented and globally distributed creatives, project managers, and operational strategists to manage the end-to-end process of brand and GTM campaigns.
I had the pleasure of working with COLLINS and the internal Linktree design team to bring the rebrand to life. I spearheaded design and art direction for assets used for our re-launch initiative.
I worked closely with designers and cross-functionally with our growth teams to create beautiful press-ready assets that best featured the rebrand and worked across channels for our go to market.
Creative Direction, Brand Identity, Brand Guidelines, Design Systems, Creative Production
Nick Humphreys – Co-Founder and CCO, Alex Lazaris – Head of Brand, Melanie Weiner, Ralph Matthews – Designers, Lauren Krause – Marketing Manager, Grace McCarter – Copywriter, Jesper Vos – Developer
A window into your world
The animated silhouette treatment, which treats two-dimensional elements in 3D space, invites visitors to dive beneath the surface. It works in concert with other graphic compositions to open a window into the user’s digital universe: bringing Linktree’s diversity of users to life by revealing the depth, delight, nuance and multitudes of the creator behind every link.
A typeface of our own
Because Linktree is used in over 200 countries, we knew the importance of having a typeface with multilingual support to have a consistent brand voice worldwide and a smooth growth and expansion across global markets. We partnered with ATS Type to create our own custom, variable typeface called Link Sans.
Inviting discovery
Employing motion to conduct a visual symphony of abstract layers, images flip and move around the screen when you hover over them, expanding and coming back together in a distinctive digital collage.
Creator-first
With a maximalist visual language, the new identity marks an evolution from a link in bio tool into a brand that encourages self-expression, discovery, connection and community – prioritizing global accessibility for the 1.2 billion people looking at Linktrees each month.
In order to support a globally distributed team of designers and agencies, it was vital we had design systems that were always up-to-date, aligned with code, and easy to evolve as we grew.
Working alongside COLLINS and Linktree leadership, I built, managed, and deployed a robust Brand Library that encompassed everything necessary to confidently execute and scale our visual branding—complete with guidelines, principles, approaches, and examples.
I then worked with our product design leads to create an enhanced version of our product UI to use in marketing collateral.
Strategy, Design Systems, Visual Design
Alex Lazaris – Head of Brand, Dan Taplin, Aron Mayo – Product Designers, Maygan Abude – Designer
With the introduction of our mobile app, we could now promote our apps across Google’s largest paid channels, including Search, Google Play, YouTube, and the Google Display Network.
I worked directly with paid growth strategists & product marketers to build out a complex matrix of placements based on our core features and verticals.
Visual Design, Storyboarding, HTML5, Artworking
Gloria Alexander – Paid Growth Manager, Dan Harris – Product Marketing Manager, Grace McCarter – Copywriter, Ralph Matthews – Motion Designer
Coming soon!
Strategy, Design Systems, Visual Design
Nick Humphreys – Co-Founder and CCO, Justin Williames – Head of CRM, James Rewell – Designer
VidCon is an annual convention for fans, creators, executives, and online brands. This year, Linktree is debuting its new brand in the form of Link U a university themed activation with live DJ, claw machines, and multiple photo booths encouraging creators to visit and make content.
I played the role of lead designer and art director representing the creative team in the efforts of making our first ever mark at VidCon. Alongside our creative director we managed an agency and supported the direction of the booth and its supporting collateral.
Concepting, Creative Production, Pre/Post-Press
Tim Shelley – Creative Director, Melanie Weiner – Designer, Ralph Matthews – Motion Designer, Devin McDaniel – Head of Marketing
Design and art direction for our VidCon presence, social post promoting our speaker session, and design of the presentation that was broadcasted in front of a live audience.
Our out of home campaign featured notable creators who love to use Linktree. The billboards were spotted just outside of Anaheim.
Our mobile billboard portrayed additional notable creators. Their likeness transforms into their digital Linktree presence, and how they link everything they are.
Tannie Low is a team player through and through. Going above and beyond is his default state. Every project he was involved in, he gave his full attention and effort. I’ve never encountered someone with such deep understanding and knowledge of creative systems.
He knows how to build, refine and run the engine that is design. A highly systematic and structured designer with one of the biggest and kindest hearts, Tannie is a beautiful human and teammate, he's one of the most supportive, generous and kind leaders I’ve ever met.
The eternal advocate for his team, I personally learned a lot from how he leads his team as well as his effort to serve and collaborate with cross functional counterparts and teams. His unrivalled depth and knowledge of design production and his ability to operationalise and streamline how the work gets done makes him an incredible addition to any team!
Social Media
With over 24M users and 40K daily signups, our social channels are vital to cultivate communities that empower anyone to curate & grow their digital universe.
Collaborating daily with cross-functional teams—such as Growth, Product, and Design—I brought company initiatives to life across our social media channels. Executing our new visual style in a unique and compelling was important in proving the value and attractiveness of our updated branding.
My Role
Strategy, Design Systems, Visual Design
Credits
Ashley Lam – Global Social Manager, Haeun Ro, Maygan Abude – Designers, Kevin Lam – Motion Designer, Grace McCarter – Copywriting
View Linktree Social Library on Figma →