YouTube Creator Collective, 2024
Role
Art Director / Designer
Deliverables
Event Branding Toolkit + Design System
Project Description
YouTube Creator Collective are events designed to unite creators globally through a sense of community and empowerment. Often creating in isolation, Creators crave community and support and frequently cite belonging and connection as key drivers of brand affinity. YouTube recognizes and realizes this need, providing brand supported spaces and experiences that empower in-person and virtual connection.
Process
The feeling of "Collective" is one in which Creators mingle, interact, socialize and learn. Working with the Global YouTube Creator marketing and events team, we developed a concept that reflected the goals of Creator Collective: something that fosters connection, fun, and inspiration.
The branding was inspired by the visual language of gatherings — the open invitation of street postings, music + youth culture, and bold graphic editorial treatments announcing events to the public. It also had to be easily templatized to execute swiftly across the globe. While maintaining an authentic voice, casual vibe, and simple design system, we built something that could invite creators to show up as themselves, find connection among each other, and experience the feeling of belonging.
