In late 2017, I realized that the first Google result when searching “What is Snapchat?” was a six-year-old blog post explaining the risks of “this up-and-coming nude-sharing app.”

Needless to say, it wasn’t a good look.

I worked with a Brand Strategist to develop a script, storyboard, and web experience to answer this question — alongside a new company pivot as Snapchat rebranded itself as a “camera company.”

This resulted in whatis.snapchat.com — a high-level walkthrough of the app, and the first time Snapchat ever explicitly explained what it was across the company’s lifespan.