YOUTUBE
YOUTUBE SHOPPING REBRAND
Creating a distinctive identity to stand out in a saturated shoppertainment space
YouTube Shopping's expansion into multiple Southeast Asian markets was a landmark moment, and our APAC team was at the forefront, leading the global rehaul. We were tasked with forging a distinct identity for this new chapter of YouTube Shopping.
Our solution was a new brand system that featured a unique color palette and signature design elements, all anchored by a strategic use of red to honor its connection to the parent brand. To guarantee seamless brand language consistency, we established a close and continuous collaboration with the U.S. creator team. The entire rebrand was executed in less than six months and created an unmissable and impactful presence at every launch event.
After top-level alignment discussion, we distilled the best elements for shopping and created a universe that looked and sounded identifiable
Design and copy explorations were the ultimate stress test for the viability of our newly formed shopping universe.
When the playbook was complete, it went live in multiple markets.
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