youtube kids

the brief

In the fourth quarter of 2019, YouTube Kids started a content roll out on social assets. My Hook team and I began with an audit of the Youtube Kids website launch materials to see what could be adopted for a social audience; we evaluated creative assets and their respective placements in relation to a user’s level of awareness with the brand. The following is a collection of delivered assets and proposed creative projects I produced.

Holiday Card

To help spread cheer and appreciation, YouTube Kids had us design a holiday card that would be mailed to both their internal staff as well as a group of YouTube Kids content creators. The client’s only requirements were that the cards remain religiously neutral and use their character Sprinkle Toast. Working closely with my Creative Director, we designed an embossed holiday card placing Sprinkle Toast in a festive snow globe.

Once the sketches were approved, I moved forward with vectorizing the illustration, laying out the type, and matching the YouTube CMYK color branding. The final products were printed on recycled paper and both the snowflakes and YouTube Kids logo were embossed.

Swag

We were asked to design YouTube Kids branded sweaters for their internal team. They wanted to use their Dino character and the Kids play button logo, but we had the freedom to add other small characters. However, these character could not obstruct the logo in any way. Following the brand guidelines I created the following six sketches for the client to choose from. Ultimately the client selected the bottom right sketch of Dino with Flamemellow.

Together Time

In the winter of 2020, YouTube Kids created a campaign focusing on the theme of togetherness. As part of their campaign we created assets for their YouTube Kids Influencer Kits. These assets needed to utilize their characters and stay true to their celebration of diversity and inclusion by being “holiday” themed rather than focused on a particular holiday.

Sticker Sheet

Note cards

Email banner

Anti-bullying Born this way

Hook was asked to create assets for YouTube Kids Anti-Bullying panel. This was part of their National Bullying Prevention Month. The panel included several YouTube Kids creators as well as the Director of Programs at Born this Way Foundation. We designed the invites, social assets, presentation slides, and email banner.

Social Quotes

Presentation Slides

Email banner

Monthly Emails

In the fall of 2019 Hook was hired to create YouTube Kids monthly emails. Referencing the branding from their website, I began by developing a standard email template, both for desktop and mobile, that we could then use to build out their specific emails for each month. Additionally each months’ email had to be localized into several different languages. After 9 months, I passed the template off to the YouTube Kids’ internal team.