Discord Redefining a beloved platform to acquire new audiences
Problem
Discord had built one of the most passionate and engaged communities on the internet, deeply rooted in gaming culture. But as the platform grew, Discord needed to expand beyond its core audience and reach new users, creators, students, families, and broader Gen Z—without diluting the brand that made it successful in the first place.
The challenge wasn’t awareness or adoption. It was evolution: refining Discord’s positioning, messaging, and brand expression to feel more accessible and trustworthy to new audiences, while preserving the authenticity and credibility that existing users loved.
Scope
- Brand Strategy
- Visual Identity
- Messaging
- App Content
- App Illustration
- Brand Guidelines
- Brand Assets
Solution
We partnered with Discord to evolve the brand without reinventing it. Through deep research, user testing, and audience insights, we identified where Discord’s existing brand already resonated beyond gaming, and where subtle shifts could unlock broader appeal.
We refined Discord’s brand strategy, messaging, and guidelines to better communicate safety, privacy, and inclusivity, particularly for Gen Z users and their parents. The result was a brand refresh that expanded Discord’s relevance, supported new use cases, and enabled growth into new audiences, without alienating the community that built the platform.
Client
- Ted Jarbo
- Nicole Brendis
Press
- Coming Soon
Results
