Agency: Anomaly

Purpose: Establish the overall tone of voice for YouTube Music and help ensure a successful multi-national launch for the reimagined music streaming service.  

Contribution: Working on-site with the YouTube creative and marketing departments, as well as several partner agencies, I helped create language guidelines for the newly re-established brand. I then utilized these guidelines across multiple platforms and executions. This included, but was not limited to, fullscreen interstitials, in-app messaging, banner ads, internal communications, email campaigns, co-branded marketing materials, and all related websites and social channels.