YOUTUBE YOU
Branding a consumer community by flipping the iconic YouTube play triangle to a record circle that pulses at the human heart rate.
Creativity: Visual Identity.
Client: YouTube/Google.
Agency: C Space London.
My role: Creative Director.
Flipping the iconic YouTube "Play" triangle to a "Record" circle is the concept. It pulses at the human heart rate to show the idea of recording real user feedback and insights. It symbolises an active listening approach and adds a human touch to this program's visual identity.
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Creating a consumer community that offers quick, continuous access to a select group of Favourable Users (30x in each market: UK, FR, DE). Through individual tasks, live chats, interviews, and a blend of text and video, the community create qualitative input and feedback at speed to inform marketing strategy and campaigns.
User-Centric Approach
Involving a community of actual daily users and getting their continuous input is a powerful way to ensure that branding and marketing strategies resonate with the target audience. It demonstrates a commitment to understanding and catering to real user needs and preferences.
Involving a community of actual daily users and getting their continuous input is a powerful way to ensure that branding and marketing strategies resonate with the target audience. It demonstrates a commitment to understanding and catering to real user needs and preferences.
Agility and Speed
The ability to gather qualitative feedback quickly through various channels (tasks, live chats, interviews, text, and video) allows for agility in decision-making and adapting to evolving user sentiments and trends.
The ability to gather qualitative feedback quickly through various channels (tasks, live chats, interviews, text, and video) allows for agility in decision-making and adapting to evolving user sentiments and trends.
Visual Metaphor
The pulsing "Record" circle logo is a strong visual metaphor that immediately communicates the idea of actively listening to the human heartbeat or the pulse of the user community.
The pulsing "Record" circle logo is a strong visual metaphor that immediately communicates the idea of actively listening to the human heartbeat or the pulse of the user community.
While leveraging the familiarity of the YouTube logo, the concept introduces a contrasting element (circle vs. triangle) that signals a shift in focus from "playing" content to "recording/listening" user input.
The "YouTube You" program and its visual identity concept is an innovative approach to stimulate a closer connection with the user community and incorporate their voices into the brand's decision-making processes. It balances leveraging YouTube's recognisable brand elements and introducing a fresh perspective focused on active listening and user engagement.
