MacFadyen

© 2023 Schuyler MacFadyen. All rights reserved.

Twilio Segment

Segment is the #1 Customer Data Platform (CPD), by marketshare as Legal would often ask we clarify. In 2020 it was acquired by Twilio to combine powerful communication channel APIs with customer data, creating the penultimate Customer Engagement Platform, or CEP.

The story of Segment creative is largely one of resilience, preservation, and adoption. As a once headless design team that made the logos bigger and answered to: "I need an image asset,” the function was pressed to deliver against relentless campaigns. Following the acquisition came the directive: business as usual, focus on pipeline. Over the past year we have been helping the organization appreciate Creative as a partnership in addressing business goals, implementing a service-oriented model with tiered Creative SLAs, developing brief templates, and operationalizing self-serve creative. With these improvements we have been able to scale the impact of our team across business groups by 466%.

While we were serving the Segment organization, we were also faced with the task of adopting the Twilio visual identity. One hoped it would offer an oasis of guidance and architecture. In some cases that was true, but the challenge in practice was folding in typeface, color, tone, and iconography.

Notables:

Management of 8 designers across staff and 3 agencies.
Leading executive leadership workshops for brand campaign.
Art direction of 15 marketing campaign and 3 web pages per week.
Brand architecture and visual identity evolution at part of Segment acquisition.

Jul. 2021 – Present

Brand architecture
Brand platforms
Art direction
Creative direction
Campaign development
Social media systems
Brand standards
Illustration/Iconography
Style guidelines
UI/UX Visual mapping
Visual identity systems
Book/Brochure/Magazine
Digital products
Environments
Exhibitions
Website
Nathan Sharp
Kelly Kuhl
Keenan Brand
Nate Trueblood