Snapchat’s business comms needed to do two things at once: explain its value to marketers, and retain the personality people knew from the app. Be taken seriously, while still being fun. Through agency work and later freelance projects, I developed creative for teams across Australia, the UK, Europe and the Middle East. The work ranged from learning platforms and webinars to product videos, training programmes and everyday marketing materials. Each audience across the globe brought different cultural nuance, so the design had to adapt across markets while staying recognisably Snapchat. I combined design, illustration and art direction to make detailed information feel approachable and engaging. This selection shows how a playful brand can communicate a serious business proposition without losing its sense of fun.