Suck it up and take the good with the bad. That, and while I hate to be the guy to say it, if you are a free player whining about how much harder it is for free players after the update, consider that you are playing a game for free, contributing nothing to Bigball and com2us to sustain this amazing game, and free players in this game already have a way easier time succeeding than other mobile games. I honestly cant think of a mobile game with as much effort and consideration for the playerbase put into it as Soccer Spirits. Our job was to honor the simplification effort that started long before Reddit hired us to rebrand.Stop complaining about the nerfs to GP and scout (and other stuff that you feel screws you over with this patch). Through Reddit’s thoughtful simplification process, the nature of the platform is still true, but it has become a lot easier for anybody to understand and use. While this involved simplifying some more elaborate features that long-time users found awesome and playful, our intention was to create a more welcoming and less overwhelming environment for newcomers. Reddit has made significant changes to streamline the user experience, particularly for those new to the platform. Two examples are understanding what r/ means and the upvote/downvote feature. Reddit has many unique features that can be overwhelming to anyone new. I can hope for the best because I know how much effort has gone into simplifying to attract a new user base. With this diverse and active user base, ensuring that the brand nods to the aspects that have made it familiar to existing users, how will the refreshed brand resonate and potentially attract new users to the platform? It’s just that we humanized the platform a lot more. Changing “The front page of the internet” to “The heart of the internet” conveys a similar mindset. The ranking is all done by upvoting and downvoting. Reddit does not use algorithms to rank things. Calling it “the heart of the internet” foregrounds Reddit’s humanness. Each subreddit is an in-depth discussion of people who are passionate about that subject matter. It’s a knowledge base because people discuss things and contribute to the content. Reddit is where people participate and contribute to create this massive knowledge base. Identifying the importance of Snoo and its emotional range, did this lead you to the new strategic description of Reddit as the “heart of the internet”? What else led you to this discovery? We needed to keep Snoo, but we also had to give it a rebirth so that Snoo could live in the future, embodying these qualities so specific and true to Reddit. ![]() ![]() Snoo is the character that holds a lot of these brand attributes. These traits informed a very specific brand: Snoo is critical. These traits infuse in everything Reddit does. As a Redditor myself, I see the absurdest move throughout the experience. We understood the Reddit brand traits very clearly. That guidance helped us determine what was valuable, a maybe, and what needed to go into the garbage. What is their ethos? What’s driving them now, and what drove them in the past? What is driving them forward? Once we identified those big ideas, combing through the collateral became easier because we had guardrails. ![]() How did your team initially approach this streamlining?įirst, we had to identify the spirit of Reddit. Having to synthesize years of Reddit collateral must have been quite an undertaking. (Conversation edited for brevity and clarity.) It’s about how you take what is most essential of the brand and then how you evolve it, but you have to stick to the spirit. The most important thing that designers need to consider is to put the brand in a more time-based context. These traits, coupled with Reddit’s empowering essence as a hub for genuine conversations, culminated in a strategic redefinition: Reddit as “the heart of the internet.” I had the pleasure of speaking with Natasha Jen, partner at Pentagram and design lead for the Reddit brand refresh, who shared the team’s insightful approach with me. With these elements in mind, Pentagram aligned the updated brand with four core attributes: inherent eclecticism, positive distinctiveness, delightful absurdity, and genuine candor. Moreover, Reddit thrives on its curious, informed, and engaged community. Reddit boasts a distinctive authenticity reflected in its platform’s unique features and iconic alien mascot, Snoo. Preserving Reddit’s innate creativity stood as the cornerstone of the redesign process, focusing on refining the company’s brand positioning. When Reddit sought a more cohesive, user-friendly, and globally resonant identity, it turned to design royalty Pentagram.
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