From it's very start, Youtube has redesigned and accelerated the way ideas spread. In order to celebrate that, Youtube Brasil made a study based on their most influential users, gathering a bunch of insights from their four main niches — music, games, cooking and beauty — so that new brands can learn new ways to reach their users, by using Youtube's creative power. My task was to come up with a branding solution that embodies this explosion of ideas and the way Youtube is affecting and disrupting the market.
These studies led to an event held in São Paulo and Youtube's first printed book, so I had to create an identity that could fit to different contexts, highlighting the segmentation of their products into niches
and keeping it all united at the same time.
My approach was to embody the 3D illustrations into a solid, modular expression that blurs the line between CGI complexity and Graphic Design refinement. The use of symbols with modernist proportions, along with the color pallete, help segmenting the four groups and open space to various brand expressions. The use of gray was essential to keep everything under the same vibration.
The 3D illustrations and brandguide were used by Pharus Design as a starting point for the creation of the book. The brand applications above were made as a way to explore and ignite the versatility of the project.
Work done at R/GA São Paulo
Creative/Art Direction: Saulo Rodrigues, Vicente Silva
Lead Design: Pedro Veneziano, Vicente Silva
