Inclusive brand design on Twitch

Linkorep’s starting soon screen on Twitch
LInkorep’s “starting soon” screen on Twitch

Your brand archetypes

Archetypes are personas you can tap into to create a personality people will relate to. It helps potential followers to feel like they really know you. Why do you need this? Because great channels reflect their brand archetype(s) through and through — from their functionality to the aesthetics.

  • The creator — inspirational, innovative, provocative
  • The ruler — refined, commanding, articulate
  • The caregiver—caring, warm, reassuring
  • The innocent—wholesome, optimistic, honest
  • The sage—knowledgeable, guiding, assured
  • The explorer—exciting, fearless, daring
  • The outlaw—disruptive, rebellious, combative
  • The magician—transformative, mystical, informed
  • The hero—honest, motivational, brave
  • The every(wo)man—friendly, humble, authentic
  • The jester—fun, loving, playful, optimistic
  • The lover—sensual, empathetic, soothing

Defining archetypes

To define your archetypes, select the values that resonate the most with you. Your brand can be a combination of two personas and you can be very creative about how you put them in place. For example, you could be a mix between the magician and the jester. For this, you could have the magician in your visual identity but apply the jester’s traits to your tone of voice.

Your brand core

Now you’ve defined your brand personality, you can use it to describe your vision, mission and values. Those are important to keep in writing to ensure you stay coherent over time.

Your vision — the change you want to see in the world

In Linkorep’s case, her vision is to support inclusion and kindness in the video game industry. That’s the change she wants to see in the world. You need to answer the same question. What are you doing it all for?

Your mission — how you’re going to get there

Your mission tells you how you will work towards the change you want to see. Linkorep’s planning on presenting games by indie studios for marginalised people. That’s one of her ways to work for a more inclusive industry. It’s also one of her content pillars. For content creators, mission statements and content pillars are closely tied in.

Your values—what you’ll always stand up for

With clear values, your brand will perform better. You’ll have your own guiding compass for the future, internally and externally. Even as the world changes, your values are basic principles that stay the same.

Your Twitch panels

By now, your brand should be much clearer. So you can easily write up your Twitch panels. Like any other element of your channel, this is a great opportunity to show your personality.

Your overlays

Like any other visual element, your overlays are a big part of your brand’s personality. They must match what you intended when you chose your archetypes.


For Linkorep, her work towards inclusion makes it impossible to dismiss accessibility. That means her choice of colours must have good colour contrast. She should also offer dark and light modes depending on people’s preferences. It helps people with visual impairment to enjoy the same experience as others.

Light and dark modes on Linkorep’s channel


Creating accessible overlays also means avoiding busy interfaces. You want to keep it clean for people not to be visually overwhelmed. Of course, the standards in video games are not the same as in web design, but I see great potential in merging the best from both worlds.

Light and dark mode versions for the “Be Right Back” screen



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