Brand Standards

To support YouTube as they implemented their latest brand evolution, we created a new Brand Standards website to house and express it with clarity and confidence. The platform transforms enterprise infrastructure into a design-led, immersive destination powered by dual navigation and a WebGL-driven landing experience.

Alongside the site, we crafted a Gemini-powered Brand Assistant that replaces a static, time-intensive query form with instant, precise guidance. The aim was to reduce the time YouTube’s brand management team spend dealing with 7k requests a year, while also offering a more engaging experience for visitors. We translated the refreshed identity across an expansive index of brand expressions, all housed within a modular design system. 

Lens-based navigation lets users compare expressions across product areas without leaving the page, applying guidance from the selected area instantly. Helpfulness is built into every interaction, with quick links and actions like ‘click to copy’. Bold and witty, we let the voice and visuals speak for themselves, with seamless UX amplifying the brand-world immersion.

Highlights – A first-of-its-kind custom CMS build paired with intelligent automation, empowering 2.7 billion monthly users and 113 mil channels with instant, on-brand clarity at global scale.