Reinventing the US healthcare industry
Concept, Illustration, Design
In 2017 YouTube asked us to create a new character universe that could help ‘age-up’ their app. The original character we created for YouTube 1.0 ‘The Dude’ worked really well for a younger audience but did not appeal to 12 year olds. The challenge was to rethink our approach and broaden the audience while maintaining the recognizable and relatable elements of YouTube Kids and create an app that could evolve with the child’s interests.
We helped develop a new universe that included 70+ characters who could live together inside YouTube Kids and that could evolve with the child as they grow up.
The logo is inspired by the way children play - it can transform into many shapes. Visually it’s inspired by the kids drawing style – they start with the stroke, then add the color.
The inspiration came from the world of YouTube twisted with a bit of weird to create a balance between cute and fun.