Snowsgiving 2022
Week-long digital event filled with contests, giveaways, and surprises that raised $129,017 for Crisis Text Line and celebrated the Discord community.
branding
art direction
motion design
project management
cross-functional communication
Company
Discord
Role
Sr. Graphic Designer
Duration
2 months
Team
Miranda Hartman, Fiona Tran, Kelsey Borcherding, Mariam Naziripour, Kevin Dam, Gica Tam, Justin Middendorp, Daniel Destefanis, Joshua Jouppi, Kevin Okulolo
Overview
Discord celebrates and gives back to its community every year during the holiday season with a week-long event filled with contests, giveaways, and surprises called Snowsgiving. In 2022, the community raised $129,017 in support of Crisis Text Line.
Goal
Create a cohesive, branded visual system for the event within the 2 month timeline that includes marketing assets for social, user acquisition ads, blog, merchandise, press, and in-product assets. The visuals also needed to work with the illustrated visual novel and the Snowsgiving hero video.
In-Product assets
In the Discord app, I designed assets to be used on the in-product page specifically for Snowsgiving. We incorporated a new tab in the app's sidebar, which opened to this page, leading users to our different call-to-action's and blurbs about the event.
We also worked with our community team to provide images that users could apply to their video backgrounds if they wanted to.
Bot
The marketing teams wanted to create a Discord bot for users to interact with throughout the event. Discord bots are user-like members that users can add to their server that allows other users to interact and engage with it for various actions and responses. In this case, the bot was the facilitator for a three-team, community-wide game and included a fishing game for special rewards. It was also an avenue for the marketing team to directly announce the daily activities through it.
I proactively involved our team as early as possible to work between marketing and engineering to design the necessary assets. These assets included the bot's avatar and header as well as the images that the bot would produce when users inputted certain commands.
Social Media
I created many assets for social including Instagram story templates and feed images, including Charli XCX assets for the event partnerships team. These images were used across Twitter, Facebook, Instagram, and LinkedIn. Additionally, I worked with our localization team to make sure the assets worked for our French and Japanese audiences. Below are a select few of our English posts.
Rewards
Throughout the event we unlocked Snowsgiving sticker and emoji packs for users to download.
