Flip
Transforming a classroom tool into a community for everyone.
Flipgrid had spent a decade becoming something its creators hadn't fully anticipated -- a place where curious people connected, shared videos, built community, and learned together well beyond the classroom. The old brand didn't reflect that. It was functional and educational. It needed to be human, expressive, inclusive, and alive.
I led the omnichannel brand transformation from Flipgrid to Flip -- a full rebrand that touched naming, visual identity, illustration style, motion, product, marketing, and the new mascot Smubble. The brief was to build a brand that felt as diverse and expressive as the community using it. The result was unveiled at FlipFest 2022 in New Orleans to a community that had been growing and waiting for a brand that finally matched who they were.
The transformation went far beyond a logo change. Every surface -- web, mobile app, social, video, education materials, and product UI -- was redesigned under a new visual language built on human-centric design, vibrant expression, and radical inclusivity.
MY ROLE
Creative and Design Director. Led the end-to-end omnichannel brand transformation. Owned visual identity, illustration direction, motion, product design, and go-to-market creative across all surfaces.
IMPACT
7B+ videos created or shared on the platform at time of rebrand
21M+ users across 240+ countries
190 countries represented on the platform
Free to every educator and student globally -- Microsoft's commitment to learning at scale
Flip x Content Creators
Celebrating inclusivity and diversity is at the heart of the Flip community. In an effort to education and celebrate unique cultures and perspectives, I created a program for Flip where we had the opportunity to work with diverse content creators to create visual assets for our camera during cultural moments throughout the year including Women’s History Month, AAPI Heritage Month, Black History Month, and Ramadan.
