The Challenge:
YouTube had a successful #YouTubeBlack initiative in the US, but the creative challenge was to launch it for the first time in the UK. This wasn't a case of a simple rebrand. We had to build a new identity and a visual language from the ground up, ensuring it was authentic to the unique vibrancy of Black British culture.
As the lead creative, I guided the project from concept to execution. My thinking was focused on creating a brand identity that was both a celebration and a cultural beacon. The design was crafted as a flexible toolkit of assets, not merely a logo, which could be translated across both physical and digital spaces to create a cohesive and authentic experience.
The result was a comprehensive visual identity that served as the creative backbone for the entire UK series of activations, from live event decor to a variety of digital and printed templates. We successfully gave #YouTubeBlack a powerful visual voice that was uniquely British, establishing a strong foundation for the series to grow.
I'm always open to new challenges, let's connect and talk about the next project.
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