project
YouTube Creators
who are they?
An Instagram account for the next generation of creators on YouTube.
the brief
Create a new Instagram account speaking directly to YouTube creators. Create a unique yet on-brand look and feel that can be used across the community space whilst delivering tips, tricks and insights to these creators.
the process
Redeveloping YouTube's existing brand guidelines into a style that fit our needs, I finalised a style the client loved, and created a detailed toolkit outlining our unique YouTube Creators style. This 70+ page brand guidelines document covered everything from colour and icons to tone and typography. I presented it to international teams, including Global Brand Ambassadors and YouTube Creators India and Korea.
the results
A consistent, flexible framework enabling teams worldwide to create on-brand assets asynchronously resulting in a launch that generated 4.87 million impressions in its first month.
