That’s right. It’s me.

Just kidding. The voice of YouTube was a massive undertaking that had gotten a massive head start before I even arrived as the EMEA Creative Studio’s head of copy. Thank christ. I merely had the job of pulling it all together and weaving that tone into our studio’s massive refresh of YouTube’s brand guidelines.

While the principles of our tone had already been established under the care of Becca Wadlinger, it was my job to convey them and their usage to anyone who actually has access to the internal link that tells them what those principles are. Here’s a peak before my link dies.

This tone was also injected throughout the full brand guidelines. Here’s a little taste if you haven’t already had enough.

And speaking of everything coming together at the end, we made a case study that takes you on a quick ride through the very long ride.

This was a colossal undertaking from a talented of team that extended beyond the EMEA Creative Studio. This is my best attempt at the names (as stolen from my colleague’s LinkedIn post): Kieran Mistry, David Bruno, Jenny Pierce, Louise Cox, Matt Saint, Harry Boyd, Charlie Jeffries, Shauna Buckley, Malaika Francique, Jack Collis, Rūta Paškevičiūtė, Ben Eli, Stefan Iyapah, William Alexander, Tom Robinson, Jack Vanzet, Charlie LeMaignan, John Grist, Jack Wimmer, Mat Heinl, Min Kim, Jack Wimmer, Katee Hui MBE, Dante Sacomani. Plus like probably a jillion other people including the aforementioned US team that established the TOV.

And just to avoid any possible legal clonking from YouTube/Google—god forbid someone think I’m claiming I was their actual employee—my role as the head of copy was under contract through YunoJuno as a freelancer. Please don’t sue me. I have no money.