Monetizing insights through data alchemy

Twitter’s data ecosystem was powerful, fragmented, and under-expressed. Multiple teams. Multiple products. Enormous potential. No single story.

We partnered with Twitter to bring coherence, clarity, and commercial gravity to their API program. Our role was not just to design or ship artifacts, but to architect a system. One that aligned teams, simplified complexity, and turned raw data into something legible, valuable, and scalable.

What We Built Together

We led a unifying strategy across Twitter’s Data, Developer Platform, Developer Marketing, and Partner Platform teams, aligning products including Fabric, MoPub, Crashlytics, Numbers, and the Ads API under a shared narrative and operating model.

From brand and messaging to engineering and execution, we worked end-to-end:

• Defined the strategic positioning of Twitter’s API ecosystem
  
• Reframed internal and external messaging for enterprise audiences
  
• Productized data offerings into clear, market-ready solutions
  
• Designed and built a self-service data platform
  
• Established a cohesive design system (Feather) to scale consistency
  
• Created video explainers and storytelling tools to make complexity human
  

The result was a platform that could explain itself, sell itself, and grow itself.

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From Signal to System

Beyond product work, we helped Twitter communicate the value of its data through narrative. Not marketing noise, but durable storytelling.

• Translated deep technical capability into clear, compelling stories
  
• Created a year’s worth of content from a single Harris Poll report
  
• Led copy for Twitter’s email programs
• Wrote and shaped keynote narratives, including SXSW
  
• Directed data-driven storytelling and visualization efforts
  

We also supported global marketing partnerships and designed large-scale developer events including Flock, Hatch, and #helloworld, ensuring the platform’s story was consistent whether experienced in code, on stage, or on screen.

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The Outcome

By aligning strategy, design, engineering, and narrative, we helped transform Twitter’s API program from a collection of powerful tools into a cohesive, self-sustaining profit center.

Not by adding more noise. By sharpening the signal.