BitTorrent, Inc.

BitTorrent is one of the most widely used technologies of the modern internet, yet for years its public perception lagged behind its technical impact. As part of an internal brand agency, I helped lead a comprehensive repositioning effort—reshaping identity, campaigns, product design, and communications to reclaim the narrative around decentralization, openness, and scale. The work contributed to transforming BitTorrent into a culturally relevant brand with more than 200 million monthly active users worldwide.