Reddit gets an app

Eleven years into its existence, Reddit was just releasing its app — and making product landing pages and advertisements for the first time ever. In addition to creating content around the app launch, I also worked on the UX/UI of the app itself.

So: what is the Reddit voice and tone? What does Reddit sound like? What kind of copy would appeal to both your hardcore Redditor as well as new users who may not be as, uh, Reddit-y? And what was the fastest, clearest way to explain what Reddit even is? These were all questions I had to answer as Reddit's inaugural Editorial Director.

Above, you can find excerpts from the Reddit app's landing page, as well as a few advertisements I worked on for the launch.