Agency: Anomaly

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

As part of an on-site team collaborating with YouTube's creative, marketing, and partner agencies, I played a key role in defining the brand language for their re-established identity.

Developing the foundation:

• Cross-functional collaboration: I worked closely with internal and external stakeholders to ensure a unified voice

• Language guidelines creation: I helped establish clear and consistent brand messaging guidelines

Ensuring seamless implementation:

• Multi-platform application: I successfully implemented brand language across various channels, including:

  • Fullscreen interstitials

  • In-app messaging

  • Banner ads

  • Internal communications

  • Email campaigns

  • Co-branded marketing materials

  • Websites and social media channels

By crafting a cohesive voice and ensuring its consistency, I helped YouTube create a clear and unified voice in the market.