LOOK + FEEL FOR NEW YOUTH BRAND FROM McDONALD’S UK.
CHANNEL US.
McDonald's needed to reach 16-24 year olds who had fallen out of love with the brand. Enter: Channel Us - a youth platform, launched on YouTube that featured a weekly show running over 15 weeks where popular influencer Olly White helped aspiring teens deliver something extraordinary in just 72 hours.
Design Direction.
ROLE
I was responsible for creating how this new youth brand looked and behaved. From initial brand exploration, through various rounds of logo development, into testing and focus groups, before the final identity was landed on.
The look and feel encompassed the branding of the You Tube channel itself along with all in-show graphics including logo stings and promo end cards.
The audience applied via a microsite to feature on the show or be involved in the community.
In addition to the main content on YouTube, Channel Us broadcast content across Facebook, Instagram and Twitter.
The channel identity was supported by a set of comprehensive visual and tone of voice guidelines.
Brand Development
The identity was put through its paces undergoing a series of focus groups, to ensure it would connect with the audience. Through that process a number of different approaches were developed and explored before landing on the final one.
BRANDING
SOCIAL DESIGN
ANIMATION DIRECTION
DISCIPLINES