300 stickers across 7 countries.
Our stickers are used on YouTube Stories, a feature of the YouTube app which helps Creators engage and grow their audience
in between uploads. We were asked to creat over 300 stickers to be used by YouTubers in 7 different regions around the world,
working with local artists and consultants throughout.

Stickers are used to give context and add meaning to the mini-vlogs, behind-the-scenes content, Q&A’s
and photos uploaded by countless big YouTube creators around the world.

Role: Research, Art Direction
Agency: Anyways Creative

^{YouTube Stories Stickers being used IRL.}


YouTube Culture Around the World.
Our brief was to create sets of stickers for Korea, Japan, India, Brazil, Russia, Latin America and Arabic speaking countries.
We worked with local artists and consultants to really dive into the weird and wonderful YouTube communities in each region,
finding out what people are sharing and how they interact with each other. Did you know the world’s oldest YouTuber
was a 100 year old Indian cook and that virtual YouTubers are the next big thing in Japan?

Working closely with our consultants from each region meant we could find out those unique,
nuanced phrases and invaluable insights that ensured our stickers would feel authentic and relevant to local audiences.

^{Eg. Brazil: Mimos = Freebies / Gifts, Korea: NG = Blooper, India: Bindaas = Cool}

Emotive and Expressive Typography.
YouTube Stories Stickers are typographic rather than character based, and so we encouraged our artists to use
typographic personality to emphasize and exaggerate the meaning of the sticker.

Unlike your typical sticker set for a messenger app, YouTube Stories Stickers needed to communicate effectively and immediately
on a myriad of background content; from BTS videos to travel vlogs, the stickers had to work hard to be easily readable and understood.
This meant using strong colours, bold typography and simple and expressive lettering.

^{Stripping back details – ‘Caption This’ for India, Refining Typographic Expression – ‘Thanks!’ for Korea and Developing Typographic Style – ‘The End’ in Arabic}

900 stickers reviewed.
During our process we reviewed over 900 stickers across 3 stages. Starting from sketches of different options for
the messaging of the stickers, to the final delivery. It was important for us to focus on choosing the best sketches
possible to fit the messaging it conveyed.


 

We worked closely with consulants to ensure our sets were culturally correct and sensitive,
and that each set’s aesthetic catered to their specific country.