Case Study: Discord expands beyond gaming with Born & Bred

Discord reaches 200M monthly active users with Born & Bred

Discord, a popular communication platform, needed to evolve its brand to expand beyond its core gaming audience and attract new users like creators, students, and families. The challenge was to make the brand feel more accessible and trustworthy to these new audiences without alienating its existing passionate community. They partnered with the vendor Born & Bred for a comprehensive brand strategy and visual identity solution.

Born & Bred refined Discord's brand strategy, messaging, and guidelines through research and user testing, focusing on communicating safety and inclusivity. This brand refresh successfully enabled Discord's growth into new audiences while preserving its authenticity. The results were significant, contributing to the platform's achievement of 200 million monthly active users and $725 million in annual revenue.

Discord