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For a generation who spend the majority of their life online and are heavily influenced by video content they find there, YouTube Creators for Change provides a counter-narrative to combat extremism, hate speech, and xenophobia they encounter.
We set out to develop a new Brand Positioning and Visual Identity that felt as fresh, bold and empowering as the platform itself, connecting with Creators, the YouTube generation and beyond. Creators are the heart and soul of Creators for Change. Their talented and passionate voices bravely speaking out against hate and extremism online. That’s why the Visual Identity we designed took its inspiration from this idea of creators positively “hacking” the existing narrative. Overwriting this with their own bolder, louder and more vibrant counter-narrative.
The different graphic components are designed for flexibility and scalability. From self-made Creator social posts to official campaign posters, the organic nature of the shapes, symbols and cutouts ensure that the visual identity is easy to apply to any format.