Youtube Community Toolkit and Visual System

YouTube asked EAT to build a visual system that represents a global network of creators. The challenge was to translate the collaboration between creators and Youtube’s account managers, trend reporting, bootcamps and insights into a visual language that worked as both an extension of the YouTube brand and a standalone identity. We focused on a few key milestones: color energy that reflects the range of the community, clarity for easy readability across formats, modularity that lets elements fit together naturally, and motion graphics that captures the flow of constant creation. The result is a system that stays simple, flexible, and recognizable across video, motion, social, streaming, and regional adaptations. For the studio, this project reinforced how visual systems need more than style: they need to support culture, scale easily, and work seamlessly for teams around the world.

The Community team needed an identity that went far beyond aesthetics.

The challenge required us to:

• Unite creators, community leads, and regional teams under one visual language.
• Build clear, editable materials that scale globally.
• Connect with Gen Z while staying aligned with the YouTube brand.
• Perform across formats: social, motion, streaming, and presentations.

We developed a living, modular visual ecosystem built around four core pillars:

• Color Energy to express global diversity and reach.
• Clarity for readability across any platform.
• Modularity to unlock autonomy and consistency for internal teams.
• Motion as a core language, reflecting the pace and flow of digital creation.

Beyond the system, we delivered emails, newsletters, slides, banners, Gen Z text systems, toolkits, logo lockups, and merch concepts, all ready for immediate use and adaptation worldwide.

YouTube gained a visual system that is:

• Flexible and globally recognizable
• Easy to adapt and edit across regions
• Connected to Gen Z and the real rhythm of creation
• Consistent in video, motion, social, and streaming

A system that strengthens YouTube Community’s presence and turns culture into functional design.

Renata Amaral Morris
Gabriel Seibel

Rafael Baranhuk
Thomas Cosin
Gabriel Bodnar
Luisa Samuel
Paula Ramos

Leo V. Garcia

Carol Oliveira