Be a Builder: Introducing Twilio's brand refresh

Be a Builder: Introducing Twilio's Brand Refresh

Today we’re officially debuting Twilio’s brand refresh and new campaign we’re affectionately calling “Be a Builder.” 

When you visit our website today, you will see a noticeable shift in the look and feel of the pages. Or if you join us at SIGNAL in a few weeks in San Francisco, you’ll see our campaign come to life throughout the event. 

You can also hear about our brand refresh during the inaugural episode of our new podcast “Builders Wanted.” During the episode, Twilio’s CMO Chris Koehler and I talk about the strategy, emotion, and hard decisions behind our new refresh. And, in future episodes, we will chat with other industry leaders and have candid conversations about how they’re fostering innovation. 

By redefining our brand, we aim to strengthen our connection with customers and better navigate the opportunities ahead. 

Searching for Twilio’s “Why”

Before diving into the brand itself, I want to reflect on what it means to build a lasting brand and how this strategy aligns with Twilio’s future. A successful brand is far more than aesthetics, a tagline, or a logo. It represents the heart and soul of a company. To endure, a brand must combine visual appeal with genuine substance. It must stand for something deeply meaningful.

As Twilio continues to grow, the way we present ourselves—both to our customers and to their customers—matters more than ever. Our brand is one of the most visible expressions of who we are: our values, our personality, and our promise.

Our brand evolution is backed by extensive research, including discussions with our customers. We wanted to understand what our customers care about and align it with our own values. We conducted focus groups and interviews to uncover our "why" and what we stand for. The builder story emerged as a powerful truth, reflecting our core values. 

By starting with the “why” and simplifying the elements that matter most to us—and our customers—we were inspired to add more definition to who we are.

Being a builder is a mindset, not a job title

Today’s launch of our “Be a Builder” brand campaign celebrates all the builders who are creating meaningful experiences. This isn’t just for developers—it’s for entrepreneurs, creators, and anyone shaping moments, businesses, and customer engagement. 

In fact, we’re celebrating anyone with a builder’s mindset, which refers to embracing a culture of creation and innovation. Our new brand strategy appeals to anyone who wants to build something meaningful. 

It’s also about the freedom to create amazing customer engagement without constraints, resonating with Twilio's history and our mission of unlocking the imagination of builders. No other company owns all the channels we do, making Twilio uniquely positioned to offer unparalleled building experiences.

Let’s build the future

Twilio was founded with a mission to democratize communication channels via APIs created by and for developers. Although Twilio became one of developers’ favorite brands, its reach goes far beyond APIs. Truth be told, Twilio’s the company that’s built the tech to enable everyday brands like customer support for Best Buy’s online shopping experiences and the emails that Vineyard Vines sends to build lasting customer relationships.

Twilio's new brand strategy is about reconnecting with these roots and expanding to embrace that builder mindset I talked about earlier. It's about providing the freedom to create without constraints and fostering a community built around shared values.

In a world where AI is automating tasks at an unprecedented rate, the value of human ingenuity and connection has never been greater. We’re here to inspire builders to create experiences that are amazing, recognizing that their contributions are essential to our progress and innovation.  

Take a moment to watch our new brand anthem video and visit our new landing page, both of which go deeper into what it really means to be a builder with Twilio.

Adam Morgan is the Vice President of Brand at Twilio, where he leads the company's brand strategy and creative direction. With over 27 years of experience in creativity, strategy, and storytelling, Adam has established himself as a prominent figure in the industry.