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.

 
YT_Rewind2019_Top10_16x9_JamesCharles.jpg
YT_GLITCH_TOP_5_Liked_Dance_16x9.gif
Rewind_Creators_Share_16x9_DavidDobrik.jpg
 

Moodboard

Screen Shot 2020-10-04 at 10.17.50 PM.png
 

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.

YT_Rewind2019_Top10_1x1.png
 

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.

 
type.jpg
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Creator Fact Carousels

 

Creator Share Cards

 
 
 

Top 10 List Cards

YT_Rewind2019_Top10_16x9_ArianaGrande.jpg
YT_Rewind2019_Top10_16x9_ChapkisDanceUSA.jpg
 

Instagram Story Creator Takeovers

 
 
 

GIPHY Stickers

 
GIPHY_STICKERS.gif
 
 

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