THE PLACE TO TALK.
Discord had an opportunity they weren’t sure how to wrangle: their primary audience was broadening beyond gamers. They noticed more and more servers filling with classrooms, Anime, knitting, hypebeast clothing fans, music lessons, NFT, crypto clubs and many, many other non-gamer groups. They needed a rebrand to be more inclusive. To be a place where anyone can show up, share and talk about stuff their passionate about.
After many immersion sessions and quant research, we discovered there was a learning curve for non-gamer folks. They needed to know, at the product level, what Discord was good for. Something simple and offering an action.
The common denominator between every community? TALKING. Crystal clear audio for conversations, teaching, and sharing live experiences. Our embrace of “talking” also nodded to the high-fidelity video Discord offered on its servers.
Discord succesffuly reinvented itself as a platform that invited anyone with any kind of interest to connect to others. To talk, to laugh, and share. Anyone with an imagination can create a place for what they’re passionate about.