After finishing a refresh of Discord's core brand, we started work on the first meaningful rework of the Nitro brand since it’s launch in 2017. Brand visuals were feeling tired, out of step with the rest of Discord's brand, and marketing had become a constant uphill battle. We didn't have a solid library of brand assets, meaning every new campaign required starting from scratch with bespoke creative. The goal was to build a scalable system that visually positioned Nitro as an elevated, fun, and exciting Discord experience.

Nitro is a massive revenue driver for Discord, so the stakes were incredibly high and there were a lot of internal eyes on the work. I kicked the project off by defining a strong creative vision, writing the brief, and securing the green light from senior leadership.

A key piece of this was reimagining "Nitro Wumpus". We needed to elevate the brand without losing the character's signature playful, chaotic, almost Wile E. Coyote energy.

From there, I hunted down the right external partners and drove the creative direction for the entire initiative. I played point guard to champion that vision, building consensus across disparate teams and making sure everyone was on the same page for the big creative decisions.

We brought PORTO ROCHA back into the mix to define the foundational visual elements for the sub-brand. Once the core system was locked, I directed our specialized 2D and 3D illustration partners (Oddfellows and Justin Lemmon) to build out a massive, flexible asset library. The goal was simple: make sure our marketing teams never had to start from scratch again. With the system ready to go, I led the visual overhaul of all our key touchpoints—from the website to in-product marketing moments and the payment flows.

The new identity successfully rolled out in the summer of 2025, giving Discord's biggest revenue driver a modern, highly celebrated new look and a creative toolkit built to scale.