YouTube Advertising

CHALLENGE

Re-design youtube.com/ads to enhance the perception of the YouTube audience among marketers and build trust in the ad platform, while revamping the structure, content, and UX to inject clarity and excitement, while also aligning visually with YouTube’s recently introduced brand system. A key challenge was getting alignment from both YouTube and Google Ads marketing and brand teams, which had equal stake in the project.

APPROACH

We focused on highlighting the size, diversity, and deep connection of the YouTube community with their chosen content, while emphasizing accessibility and inclusive marketing best practices. My role included creating new wireframes to get stakeholder alignment on content, followed by a new round of concepting, art direction, and motion design.

DESIGN + UX

Key pages featured a full motion video background highlighting a wide variety of users engaging with the platform. As viewers scrolled down the page, a parallax effect transitioned from full-width photography to the center, making room for the supporting copy and links.

PHOTOGRAPHY + COLOR

We focused on the varied interests and emotions YouTube viewers experience, including joy, intrigue, wonder, satisfaction, pride, and more. We also highlighted the various devices and contexts in which users interact with the platform and even though we had to rely on stock photography, we were able to weave a consistent and authentic story throughout.