Reddit Rebrand Rollout
This campaign required standardizing and delivering over 100 digital assets across 14 major venues. With 50+ unique digital formats ranging from narrow ribbon boards to massive center-hung displays, technical accuracy was the priority. I built a centralized master architecture in Figma, establishing strict technical guardrails for every specific screen dimension. This allowed us to manage the complex versioning process, ensuring exact technical compliance and visual consistency across the entire rollout.
Client:
Lyft
Year:
2026
Company:
Superside
Role:
Lead Creative
CD:
Henrique Porto
Motion:
1st Ave, Superside
Reddit Rebrand Rollout
Transitioning an active brand into a new identity means making decisions before the rulebook is finished. Reddit's new visual system arrived from Pentagram as a first draft with few worked examples, while global production had to keep moving. Rolling out the first few hundred assets meant settling what the guidelines hadn't covered, from how the new elements interact to the rules that didn't exist yet.
Client:
Rediit
Year:
2023
Company:
Superside
Role:
Lead Creative
CD:
Caio Nery Filho
Rebrand:
Pentagram
Reddit Rebrand Rollout
Transitioning an active brand into a new identity means making decisions before the rulebook is finished. Reddit's new visual system arrived from Pentagram as a first draft with few worked examples, while global production had to keep moving. Rolling out the first few hundred assets meant settling what the guidelines hadn't covered, from how the new elements interact to the rules that didn't exist yet.
Client:
Rediit
Year:
2023
Company:
Superside
Role:
Lead Creative
CD:
Caio Nery Filho
Rebrand:
Pentagram
By engineering these systems upfront, we eliminated production bottlenecks. We successfully output accurate digital mechanicals for all 14 venues within a three-week turnaround, protecting the core creative at massive scale.
Those early calls became the working system. I built the templates, grids and asset libraries that Superside's wider team produced from, with the most-used brand elements solved as adaptive components. Where usage still wasn't defined, we settled it together with Reddit's team, and those decisions became how the brand got used.
