C L I E N T
YouTube Culture & Trends
R O L E
UX Design
Visual Design
T E A M
Creative Director / James Phillips
ACD / Julie Nguyen
Strategy / Kirsty Sumption
Lead UX Designer / Jon Burrow
Lead Digital Designer / Julie Aubrey
W E B S I T E
Culture & Trends Website Refresh
O B J E C T I V E
A website reimagining the YouTube Culture and Trends site as a destination for YouTube's latest trends backed by data, curated cultural insights, and creators' & artists' stories that can inform and inspire audiences.
A P P R O A C H
Using Google's material guidelines, a card system and a responsive grid, the website follows these design principles: Authoritative, Intuitive, Purpose-driven, Modular & Flexible and Engaging. The updated website reflects the Culture & Trends team's mission to be the world's authority in modern video culture for media & journalists, creators, advertisers and the general public.
L A N D I N G
D I S C O V E R
A R T I C L E
R E C O R D S
N E W S
After exploring layouts with a masonry grid, the ideal scalable and most flexible solution was a card system. Using YouTube’s red, black and white for the branding, with an emphasis on the data and stats helped make the site feel authoritative and reliable.
