My Role:
As brand manager in YouTube’s creator incubation lab, I had the opportunity to partner with and oversee Vsauce1, Vsauce2 and Vsauce3, YouTube’s leading science & education channels. Today the YouTubers boast a collective 27 million subscribers.

In my role I helped build the Vsauce brand, both on and off the YouTube platform.

My Approach:
As the Vsauce channels gained popularity, we wanted to develop a distinct brand identity that could stand the test of time. We partnered with Pentagram to creative a design framework that would accomplish this.

Our branding initiative included reskinning the YouTube pages for a cohesive look, creating Vsauce’s first-ever website, merchandise (beanies, posters, laptop stickers), and the creation of The Curiosity Box (a subscription box).

The Curiosity Box was one of the brand’s most successful endeavors, and still exists today. It was recently acquired for $12 Million.

Why It Worked:
The Vsauce channels had tremendous engagement thanks to their YouTube following, but were limited by their lack of cohesion and branding. By creating a highly aesthetic and playful framework, Vsauce was able to grow it’s brand beyond YouTube, which was thrilling to their fans, and thrilling to us!

Press:
tubefilter |Variety | CBS News