YOUTUBE YOU
From Broadcast to Belonging
Branded a community of advisors that listens, includes, and aligns teams across EMEA
Client: YouTube EMEA
Agency: C Space London
My Role: Creative Director
Scope: Brand Experience (BX), insight platform, internal alignment
Engagement Type: Strategic Design Consultancy
In Brief
- YouTube needed real-time insight to keep up with a fast-changing user landscape.
- One-off research couldn’t match the pace of cultural shifts or internal decision-making needs.
- We designed and branded "YouTube You", a live insight platform built around daily users across key EMEA markets.
- Weekly tasks, live sessions, and insight packs built a rhythm of collaboration.
- The platform became a flexible, high-speed tool for strategy and brand development.
1. Challenge
YouTube needed real-time insight to keep up with a fast-changing user landscape.
YouTube faced rapid global change, with audiences shifting platforms and TikTok rising. To stay relevant, YouTube needed to connect with its daily users aged 14 to 35.
The challenge was to stay informed and adapt in real-time, tapping into cultural shifts to inform brand decisions across campaigns, content, and strategy.
2. Insight
One-off research couldn’t match the pace of cultural shifts or internal decision-making needs.
Traditional research was slow, expensive, and time-consuming, causing delays. YouTube needed a fast, ongoing tool for regular use that supported both near-term and long-term brand direction.
The problem wasn’t generating data, but creating a continuous and practical human connection across marketing, insight, and creative teams.
3. Change
We designed and branded "YouTube You", a live insight platform built around daily users across key EMEA markets.
We created the "YouTube You", a diverse, clear, and energetic live network of real users across EMEA.
We built strong relationships through auditions, onboarding, and continuous engagement, turning them into active collaborators. Their feedback was gathered on a weekly basis through tasks, interviews, and group chats. The system was designed to be fast, focused, and collaborative from the start.
4. Delivery
Weekly tasks, live sessions, and insight packs built a rhythm of collaboration.
"YouTube You" maintained a steady pace of feedback, received via text and video, which was promptly transformed into actionable insights.
Stakeholders could participate in live sessions, view clips, read transcripts, and maintain a real-time understanding of critical matters. This direct connection facilitated decision-making and enhanced confidence.
To boost engagement and signal a shift in tone, I created a visual identity for the programme, replacing YouTube’s Play icon with a pulsing Record circle: a subtle, human, and active symbol. It represented a brand that listens, not just broadcasts, and prioritises people.
The result was more than a look; it helped teams align around the purpose of YouTube You: to listen deeply, act quickly, and stay close to the audience that matters.
5. Impact
The platform became a flexible, high-speed tool for strategy and brand development.
"YouTube You" revolutionised internal collaboration by providing real-time insights and enabling teams to check in when required. This saved time and supported more confident, timely decisions.
The platform also fostered loyalty and inclusion by giving users a role in shaping the brand’s future.
"When people feel seen, brands become more human."
Ale