Channels
A cohesive YouTube look
New banners and pages for Vsauce1, Vsauce2, and Vsauce3, with liquid patterns and illustrated host avatars, so the channels finally looked like one family.
All strategy work
Vsauce
Positioning
Vsauce
Rebrand + Curiosity Box
While working in-house at YouTube’s creator incubation lab, I helped build Vsauce, YouTube’s leading science and education brand, into a brand that could live well beyond the platform.
Brand
Vsauce
Rebrand partner
Pentagram
My role
Brand Manager, YouTube Creator Lab
A brand as curious as its fans
The challenge
Vsauce had tremendous engagement on YouTube, but the brand only lived on the platform. The job was to build a brand that could exist, and keep growing, beyond YouTube.
The approach
First, a rebrand with Pentagram gave the channels a cohesive identity built to last, with a color and one-word tagline for each (Think, Find, and Play). Second, we built touchpoints with legs: a first-ever website, merch like beanies and stickers, and the Curiosity Box, each one a way for fans to take Vsauce off the screen.
Why it worked
Every touchpoint gave fans a new way to live the brand beyond YouTube, and the Curiosity Box grew into a business of its own, acquired for $12 million.
What we built
Web
Vsauce’s first-ever website
A home for the brand off YouTube. I shaped the copy and positioning and advised on the build.
Merch
Beanies, posters, and stickers
Stickers, posters, and beanies featuring the new identity and host avatars, so fans could carry their curiosity into the real world.
Product
The Curiosity Box
A separate project I worked on with the YouTube team: a subscription box of science products, experiments, and lessons, and one of the brand’s most successful ventures to date.
27M
subscribers across the Vsauce channels
$12M
Curiosity Box acquisition
300K+
Curiosity Boxes shipped
$200K
raised for Alzheimer’s research
The Curiosity Box is still going strong, and was acquired by MEL Science for $12 million.