YouTube wanted to create brand advocacy through engaging the top content creators on the platform and giving them a token of their appreciation.
Day One Agency came up with an idea that recognized the creators' art and the impact they have made. They went to their actual fans of the content to share positive comments from the creators' videos, in order to help inspire them to keep creating. And of course, show them how much they are loved and appreciated.
Many popular illustrators were hired to create an original portrait of each of the over 150 creators that the book would be sent to. The portrait of the creator would be featured on the front cover of the book.
I was tasked to define the branding, design and structure/flow of the book, as well as create impactful packaging to bring an element of surprise and delight to the creators.
Art Direction & design
Planning, structure & strategy