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C L I E N T

YouTube Culture & Trends (CATs)

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

T Y P E F A C E

W E B S I T E

YouTube Sans

Roboto

CATs 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.

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L A N D I N G 

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D I S C O V E R

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A R T I C L E 

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R E C O R D S

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N E W S

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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.

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UX / VISUAL DESIGNER