Google / YouTube
New brand direction enabled through rapid prototyping.
In tandem with the Google Labs team, we partnered with the technology pioneers to prototype the rollout of YouTube Music. This collaboration saw us visually, statistically, and conceptually evaluate the new system's impact, audience, and identity. Considering the context of different markets, we sought to encourage YouTube's audience to move away from the purely cinematic consumption of content towards including music in their digital interactions with the space.