YouTube Rewind 2019
Global Campaign
Role
Art direction, design
Brief
Develop a social campaign for tease and launch of Rewind 2019 that is playful in tone, highlighting the list, the data, and the creators. Design a system for global & regional handles that offers flexibility for them to develop their own content.
Moodboard
Color System
Pulling from YouTube’s palette, I created a color system with subtle hints to a throwback 90’s & early 2000s aesthetic that allowed us to develop an eye-catching refresh while still remaining true to the core brand identity. To create cohesive color pairings across regions and platforms, I assigned one saturated and one muted color to each YouTube community.
Typography
For brand consistency, we used the brand typefaces YouTube Sans and Roboto as our primary font system. To create visual contrast in our type layouts, I created an outlined type treatment that was used as an accent in header copy. This treatment was also used in our new branded logo lockups on all assets.
Creator Fact Carousels
Creator Share Cards
Top 10 List Cards
Instagram Story Creator Takeovers
GIPHY Stickers
Instagram Story Style Guide
To ensure consistency across all handles, I created an Instagram story style guide that outlined specific font and color recommendations and custom backgrounds that compliment the campaign creative, hashtag features, and stickers.
Credits
Art Director: Natalie Guillou
Designer: Natalie Guillou and William Varner
Animators: John Finley, Beau Mullis, Filipe Oto Medeiros