3 Twitter Sport ID — Matt Benkert Portfolio

The Twitter Marketing brand campaign design systems we created were a lesson in building sub-brands that have their own energy but never stray from the master brand. We developed this approach across multiple systems — including the Sports Activation Identity, Best of Tweets, and the Conversation Report — each with its own distinct voice and visual language while remaining unmistakably Twitter. Every system was built out in full: color pairings, halftone and echo photography treatments, hashtag waterfall graphics, tear elements, texture layers, and detailed typography guidelines using Chirp. Documenting it all and building it out in Figma meant any designer could pick it up and run — no guesswork, no off-brand moments. It scaled across MTC, email, social, display, and sales enablement, which is exactly what a good system should do.