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YOUTUBE APAC
#Creator2Creator
Creative Direction, Branding Toolkit & Digital Collaterals

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THE BRIEF

We had the wonderful opportunity to work with the YouTube APAC team on a content series idea for the YouTube's Creators channel.

Alongside coming up with a production-heavy idea for the series, we were tasked with naming the series, designing the look & feel, all the way to overseeing the production, editing and uploading.

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We explored different styles for the unit that can aptly depict a repeating word with the numerical '2'.

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branding

This was an exercise in questioning everything we chose to add or subtract to the look & feel of #Creator2Creator.

Why this particular color palette, why these shapes - why an outlined illustrative style? Will this blend well with the set design? What should the Creators' costumes look like? What's the ideal stay on the title slate? How long should each asset be? Should we gamify this? Do we need a summary slate in the end? What mood should the music evoke and how funky do we go with the SFX?...
You get the gist.

Perhaps the most important question of them all was -
Is this design and level of execution finesse going to be easy for other markets to replicate?

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When I say 'Everything was thought through', I mean

everything was thought through.

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Take a look at the final long-format content videos we created -

ft. 
Hiren amin & ankita mishra

ft. 
PaAYAL & TENA

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The final assets were also adapted for short format videos - YouTube Shorts and IG Reels - which meant the flow of the content had to be rethought for a 60 second time limit.

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Our end goal was to create a water-tight brand book complete with dos & don'ts and guidelines that markets across APAC can use.
Feel free to peruse some of the pages from the branding toolkit below
(if I were to upload the entire 60 pages, you'd be stuck here for days):

THE BRAND BOOK

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the team

ART:
Radhika Subramanian
Samyu Murali

COPY:
Sandipan Deb

PRODUCTION:
Neil Matthew
Dhwani Tawadia

BUSINESS:
Nasreen Talukdar
Kshitij Munjal

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