Black creators have significantly shaped YouTube's culture. Recognising their contributions, the hashtag #YouTubeBlack was organically initiated by these creators to connect and discover each other on the platform. As the community and its impact grew, the need for a dedicated space outgrew a mere hashtag. 

To support this burgeoning community, YouTube needed a distinct brand that would provide a dedicated platform for Black creators to thrive.

Working with Black thought-leaders and creatives, we aimed to enhance the visibility and impact of Black creators on YouTube and beyond. Our creative platform, centred on the theme of Amplifying Voices, was designed to reflect the dynamic and powerful nature of the #YouTubeBlack community. This approach guided all our creative decisions, resulting in a system that exuded confidence and recognition.

Our graphic system, designed to amplify, includes three key elements: type, frames, and textures. These components create a flexible toolkit for communications, with frames that layer and build, and textures from creators' audiovisuals. The bold “Black” in our wordmark and a flexible container system ensure creators' content takes centre stage, amplifying and celebrating their voices and contributions.

Brand Strategy, Tone of Voice, Creative Strategy, Visual Identity