Partnering once again with the talented team at Ace Content, we were brought on by YouTube Music to shape the visual identity for The Spark, a creator-led video series spotlighting emerging musicians.

The brief was clear: evoke the feeling of a spark without being too literal or heavy-handed. The identity needed to strike a balance—youthful and fresh to match the tone of the artists, flexible enough to complement cobranded sponsor palettes, and adaptable with or without the YouTube Music logo.

Following rounds of concept development and motion exploration, we landed on a spark mark that felt both minimal and kinetic—serving as the core container for the system. Designed to scale across formats, the mark acts as a flexible frame for imagery, looping through varying lengths, orientations, and transitions to create visual rhythm across episodes. The broader motion system included animated title cards, lower thirds, end frames, and social assets—built to maintain cohesion across aspect ratios, brand layers, and platform use cases.