YouTube Culture Around the World. Our brief was to create sets of stickers for South 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, respectful and relevant to local audiences.

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.