[Creative Direction & Illustration]

YouTube Creator Marketing 2021

Massive overhaul of YouTube’s existing creator communications to bring more visual harmony, brand recognition, and overall fun into emails, notifications, and social posts. Beyond general communications, the gaming, fashion and beauty, and YouTube Black tentpole communities were singled out to recieve linked branding of their own.

My role as lead art direction on this project found me managing several incredible designers, producing bespoke sticker assets, selecting and hiring outside illustrators, and partnering with internal marketing and visual leads to keep everything cohesive with the brand’s existing look and feel. 

Creative Oversight: Jesse Lefkowitz, Robyn Lee
Illustration:  Chelsea Beck, Niv Bavarsky
Design: Drake Manalo, Ching-Fa Lung, Giselle Rodas, Eunhae Yoo
External Artists: Toykyo, Pierre Croco, Erin Lux, Sabrena Khadija, and Sinenhlanhla Chauke
Project Management: Shane Burke