Bemnet Yemesgen joined Twitter in the newly created role of global head of creative strategy and brand identity, coming from Discord, where he had been creative director.

Bemnet will oversee the Twitter creative studio, leading a global team responsible for honing, shaping and designing the Twitter brand and how it shows up on the platform, in the company and around the world.

He will report to vice president of brand and consumer marketing Beverly Jackson, who said in a statement, “Bemnet is a creative and strategic brand leader who ‘gets Twitter.’ He’s a creator at heart and is exactly who we have been looking for to round out the marketing leadership team. I’m confident he will take Twitter branded content and experiences to the next level, including products like Spaces, Communities, Twitter Blue and more.”

Bemnet worked on Discord’s recent rebrand and integrated “Imagine a Place” campaign. He has also worked with brands including Adidas, Nike Foundation’s Girl Effect, and USA Today.

He said in a statement, “I’m thrilled to join the Twitter family and extremely excited to contribute to Twitter’s mission of serving the public conversation. Twitter’s impact is truly global and has given everyone the power to create and share ideas and information instantly without borders and barriers. I’m deeply passionate about the platform and the role Twitter plays in our daily lives, and I look forward to crafting engaging content and experiences that will continue to extend the brand’s impact globally.”

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