Visual Identity for a Global Brand Campaign

Refining an established campaign through a simple, ownable visual device

AGENCY: HANDSDOWN
CLIENT: YOUTUBE

This project focused on refining the visual language of an existing global campaign, building on a well-established platform and idea rather than reinventing it. The challenge was to bring greater clarity and structure while maintaining recognisability and scale.

Within the existing campaign framework, I introduced the lowercase my as a typographic framing device. Used consistently, it created a clear and ownable way to contain and present a wide range of content, allowing for variation while bringing cohesion to the overall system.

Working within YouTube’s brand guidelines, I developed visual assets and guidance that could be applied across formats and markets. The result was a cleaner, more considered evolution of the campaign, strengthening consistency without overcomplicating the idea.