As part of their 2020 rebrand, Twitter was seeking to reconnect with their developer audience–inspiring them  to use their APIs and power the future of innovation on and off Twitter.

Role: Creative Director
Client: Twitter
Agency: Instrument
Year: 2021
We knew we couldn’t work on the new brand and not reach out to the target audience—an audience with very particular tastes and opinions. To help the Twitter Developer Platform team understand developer's unique needs and the language that resonates most with them, we conducted both foundational research and language and design testing across the US, India, and Japan.

Through close collaboration with the Twitter team and multiple rounds of global research and testing, we developed a new naming system, brand value proposition, principles, tasks, and a complete messaging framework representing a new vision for the Developer brand.


Jack currently serving as Executive Creative Director at INSTRUMENT—a brand experience agency based in PDX and NYC.

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