Twitch Headquarters

Practice Area

Client

Twitch

Industry

  1. Clean typographic layouts support the more intricate gem blades for bookable rooms.

  2. Designing a signage and wayfinding system that respects and complements the beautiful and abundant amount of artwork that adorns the walls (floors and sometimes ceilings) was key to success.

  3. Twitch gem values subtly dictate bookable room size, while Di-Noc Wood Grain wraps connect the blades directly to the architectural finishes on each floor

  4. A large conference room gem blade on the second floor

  5. A specialty room gem blade on the fourth floor

  6. Amenities are marked by a simple white blade that is the same size and orientation as the gem blades.

  7. Pacman and Ms. Pacman iconography lead employees and visitors through the servery, organizing queuing lines and differentiating different food areas and the dish return.

  8. Twitch needed an entry sign for their employee video game lounge, named after the Tron arcade. The design nods to the original movie’s neon sign without recreating it.

Project Vision

Twitch is a unique and engaging brand that required a smart, highly customized design for their headquarter’s signage and wayfinding system. The ultimate solution utilized Twitch’s platform rewards system (gems) as a design element for room blades, demarking the size of each meeting room with different “gem” types. Additionally, playful gaming inspired graphics were applied to the floors of the servery and dining areas to aide in queuing and wayfinding at the various food stations.

Injecting the whimsical and bold nature of the Twitch brand, while respecting the unique architecture of the new headquarters space, was key to success in this project. The symmetrical nature of the working floors set up a system that divides the floorplate in half using an L or R in the room number, allowing users to quickly eliminate half the sizable floorplate when navigating to a room. Clean typographic layouts on varied substrates, including concrete, gyp and wallcovering, support quick initial decision making and en route decision reinforcement. Two styles of blade signs differentiate bookable conference rooms from amenities spaces, utilizing a subtle but calculated system to identify the size hierarchy of bookable rooms through branded touches.

Both client and user feedback has been overwhelmingly complimentary with no requests for changes or adjustments to strategy, location, or messaging. On the sky design side, the project has generated future business leads.

Project Details
Design Team

Amy Tamburro (principal in charge), Colin Fowler (design director), Adrianna Cai (environmental designer), Nitza Thien (project manager)

Project Area

150,000 sq ft

Project Budget

$100,000

Fabricators

Specialized Graphics (shop drawings, fabrication, installation)