USUF on YouTube
Giving serious video a branded, discoverable channel.
Role: Creative Director · U.S.-Ukraine Foundation · 2022–present
Scope: channel branding, thumbnail system, optimization
Results
- A channel that reads as one brand, with a repeatable thumbnail system anyone on the team can extend
Packaging is discoverability. Good work that looks unfindable goes unwatched.
The problem
The Foundation produces serious video: event recordings, expert briefings, documentary content. But the channel had no identity: inconsistent thumbnails, no branding, and content that deserved a far bigger audience buried under poor discoverability.
What I did
I redesigned the channel as a branded destination. A consistent banner and channel art, a thumbnail system that makes every video instantly recognizable as USUF and readable at a glance, organized playlists, and titling and metadata built so the right audience actually finds the content. All of it tied into the same brand language as the rest of the Foundation’s presence, so the channel finally looks like the institution behind it.
Selected work
Channel banner and art. The thumbnail system. Playlist and layout structure.
