YOUTUBE
REBRANDING FANFEST: 'WEMAKE'
Evolving the YouTube Fanfest identity for a generation of creatives.
YouTube Fanfest is where fans meet their favourite creators in a one-of-a-kind offline celebration.
For 10 years, the festival’s branding stuck to YouTube’s signature colours—red, black, and white.
Recognisable, maybe.
Exciting? Not so much.
We knew the rebrand had to reflect how we use the internet today.
Gen Z doesn’t just consume content—they remix, create, and shape it. Fans today are the creators of tomorrow. Our goal was clear: put fandom back at the heart of Fanfest.
The concept of ‘WeMake’ is an open invitation for everyone to be a part of shaping Fanfest. It’s a simple yet powerful message:
WE MAKE this festival ours.
To bring this idea to life, we designed a modular suite of elements inspired by the creative process. Working with renowned illustrator Lebassis (IG@lebassis), we captured Fanfest’s energy through vibrant colours, playful scribbles, and sticker-like assets—building blocks that fans can use to collage their own creations.
But first, we had to get the ball rolling.
We applied our design philosophy everywhere – on all of the show iconography, the social presence to get fans excited, all the way to the event space itself and down to the details of merch and interactive experiences for both creators and fans.
Our new look reached Indonesia to Singapore, Japan, India, and Korea… it’s a hit!
In fact, we made (pun intended) such an impact that this branding took center stage for the next 3 years.
Results:
The wemake design formed the identity of YouTube Fanfest from 2022 to 2025.
After multiple shows and millions of views, the most rewarding part
is still seeing you, the fans, take and make it your own.
Use it now! Create your IG story and find our stickers by searching ‘YTFF.’
My role:
Creative Team Lead, Creative Direction, Strategy, Cultural Insight & Trendscouting, Brand Positioning Support, Creative Brief Writing, Concept Development, Copywriting, Tone of Voice development, Transcreation/Localization, Talent Direction, Client Presentation/Pitching, Cross-Functional Collaboration