YouTube Creator Collective

An inclusive group of like-minded Creators who come together both virtually and physically to pursue opportunities of connection with other Creators and inspire through authenticity.

Meet-Up Where You Belong

The Background

The purpose of the YouTube Creator Collective is to unify Creators across the globe through a sense of community and empowerment. The overarching brand and visual identity of YouTube Creator Collective will unite fragmented Creator events across virtual and in-person events under one cohesive look and feel. My role in the project was to apply the established core brand assets developed by YouTube’s creative team to my designs for branded event assets. These event assets will be used as templates for simple, consistent, and efficient execution of events, whether in Japan or in the US.

+ Experiential Design

+ Print Materials

+ Preparing Files for Production

+ Typography

Designing in Motion

The Approach

Coming into the project, the vision for the aesthetic was rooted in a contemporary street-style, skater, urban-lifestyle look and feel. I played heavily with the usage of typography and movement, or type in motion, to support the message of Creators as energizers, forward-thinkers, and rule-breakers. Other visual elements include a mesh gradient with slight noise overlayed for a “human feel” and a ticker across most assets. The main challenge in developing the visual identity was balancing the dueling ideas of exclusivity and inclusivity. In other words, elevating the brands' look as a unique community for Creators to inspire and feel seen within, while also supporting the Collective’s goal of belonging.