YouTube Creator Marketing, 2024
Role
Sr. Visual Designer
Deliverables
Design System
Project Description
YouTube Creators are a major audience, but the brand's prior communication style didn't meet their needs or align with brand standards. To better engage this key demographic, the Creator Marketing team partnered with us to develop comprehensive new brand guidelines. These guidelines focus on a younger demographic while remaining accessible to all, and apply to all Creator-focused marketing materials and communications.
Process
Collaborated with leadership, art directors, and other designers to develop a versatile visual system for the YouTube Creator brand. This system encompassed frame design, color palettes, photography treatments, layout styles, and graphic elements, and was documented in a comprehensive guideline complete with visual examples and production assets.
This system adapts seamlessly across platforms, events, and campaigns worldwide—from Made on YouTube 2024 in New York to the YouTube Creator Summit in New Delhi and the Hispanic Heritage Month Creator Communities celebration. Social media posts tailored to regional events further amplify the Creator experience. Collaborating with EMEA creative studios and production teams, we rigorously tested and refined the system with direct Creator feedback, delivering a toolkit that ensures consistency across global touchpoints.