← Work / 02 — Brand Guide + Persona Art
YouTube Style Guide
A branding style guide for YouTube, paired with a set of persona drawings that put faces to the platform's hugely diverse community of creators and viewers.
Two halves of one story: a system that keeps the brand consistent, and a set of characters that remind you who it's really for.
Approach
The guide lays out YouTube's identity essentials — logo, colour, and type — in a clear, friendly hierarchy that matches the brand's accessible, creator-first voice. Alongside it, I drew a series of personas: illustrated portraits that represent the range of people who make and watch on the platform.
Pairing the system with the personas keeps the guidelines from feeling abstract — the rules always trace back to a real audience.