YouTube - One Nation

Design Challenge

With a crunch timeline to conceptualise and execute the entire visual identity, the key challenges were:

1. 01

   Build a scalable, adaptable brand system.

2. 02

   Ensure alignment with YouTube’s global brand identity.

3. 03

   Deliver high-impact visuals that resonated emotionally with the audience.

4. 04
   

   Develop a dynamic design structure that could adapt across multiple platforms.

Design Approach

To address these challenges, a structured design approach was followed:

• Understanding the Core Message: Focused on creating a visual identity that captures the essence of unity, safety, and resilience.
• Dynamic Design System: Developed a flexible design structure centered around the roof shape, symbolising shelter and emotional connection.
• Efficient Execution: Prioritized clarity, adaptability, and minimalism to enable quick turnarounds across deliverables.
• Emotion-Driven Visuals: Ensured that every design element—from colors to typography—conveyed a sense of purpose and emotional resonance.

Design Concept

At the heart of the identity is the Dynamic Roof Shape, symbolizing a shared shelter under which diverse emotions like Respect, Bravery, Service, Unity, Safety, Kindness, and Humanity are celebrated. The roof structure adapts across visuals, acting as a flexible design element that scales and adjusts effortlessly.

This symbolic roof represents a safe haven for both viewers at home and the frontline heroes who protect us.

Brand Archetype

For One Nation, the Brand Archetype aligns closely with the Caregiver and Hero archetypes, reflecting its purpose of unity, safety, and tribute to frontline workers.

The Caregiver aspect ensures a welcoming, inclusive brand tone, while the Hero side instills inspiration and action. Together, these archetypes create a brand that is both emotionally resonant and visually compelling, making One Nation not just a brand, but a movement.

Dynamic Identity

The Dynamic Roof Shape serves as more than just a visual element—it’s a storytelling tool. It adapts across designs, maintaining flexibility and scalability while expressing emotions tied to the event's core message. Whether used in motion design, print materials, or digital layouts, the roof shape becomes a recognisable and consistent symbol of safety, unity, and gratitude.

The colors were chosen for their ability to complement one another seamlessly across various combinations. This minimal approach enabled quick adaptation across visual assets.

Colour Palette

The visual identity relies on a minimal yet impactful colour palette:

• YouTube Red: A solid colour ensuring brand consistency with YouTube.
• Black (Not Z Black) & White: Supportive colours that create visual balance.
• Light Grey Tint: Used as a subtle background to maintain clarity in layouts.

The colors were chosen for their ability to complement one another seamlessly across various combinations. This minimal approach enabled quick adaptation across visual assets.

Typography

The logo combines a Custom Typeface with Metropolis, a geometric sans-serif font:

• Custom Typeface: Gives the identity a unique character, ensuring brand distinction despite sharing YouTube’s iconic red.
• Metropolis: Modern, clean, and highly legible, this typeface enhances visual harmony across hierarchies and platforms.

Together, the typefaces create a bold, contemporary identity adaptable across diverse communication materials.

Promo Sequence

A motion sequence was conceptualised to serve as a promo/opening segment for the live stream. The sequence focuses on:

• Highlighting diverse emotions under the symbolic roof.
• Paying tribute to frontline heroes.
• Showcasing key activities from the event.

The motion design reinforces the event’s emotional core, ensuring engagement and a lasting impact on the audience.

Responsive Design Template

The visual communication system was designed to be highly responsive:

• The Dynamic Roof Shape scales intuitively across templates.
• The templates adjust effortlessly to content requirements.
• Minimal colour combinations ensure clarity and consistency across different platforms, screen sizes and devices.