Scaling a 13-million-subscriber YouTube channel with a unified brand.
Talent Recap had already achieved massive success, building a loyal fanbase of over 13 million subscribers. However, their brand messaging was inconsistent and failed to capture the authentic, fan-made energy that made them so popular. As they prepared to expand into a network of over 20 channels, our mission was to create a cohesive brand identity that would codify their unique appeal, supercharge their growth, and support their global ambitions.
CHALLENGE
Despite its huge audience, Talent Recap’s brand lacked the clarity and consistency needed to scale. The core challenge was to define and amplify their unique “fan-first” perspective into a cohesive identity that could work across a multi-channel network. We needed to build a powerful and scalable brand system that would not only deepen the connection with their existing audience but also attract new content creators and partners for their next stage of growth.
APPROACH
We repositioned the brand around its core strength: “by fans, for fans.” The key innovation was a new visual identity featuring custom emojis and unique digital characters, designed to enhance emotional engagement with their clips. These characters solved a key business challenge by reducing reliance on human talent and created valuable new revenue streams through licensing and merchandise. This strategy tripled their revenue growth beyond the industry average and future-proofed their business model for expansion.
