Concept

Real Product

Antuerp.com

Jan 5, 2025

Project Overview

A comprehensive visual identity system originally conceived for a YouTube channel focused on investigative storytelling and cultural commentary, which evolved into a full-fledged independent media platform. The branding needed to stand out in both the crowded YouTube space and digital news landscape while maintaining journalistic credibility and visual intrigue. The platform highlights stories that would have otherwise been left in the dark, covering politics, culture, and current events with a distinctive editorial voice.

Design Solution

The identity system centers on bold typography and high-contrast color combinations, anchored by a distinctive wordmark featuring a custom "a" ligature. The visual language balances authority with contemporary edge through:

  • A primary palette of stark black and electric yellow, complemented by vibrant reds and blues

  • A carefully selected type system utilizing Inter and IBM Plex Serif families

  • Dynamic thumbnail templates that scale across various content types

  • Flexible framing devices that create visual hierarchy and impact

  • Responsive web design that maintains brand consistency across different article formats

Thumbnail and Article System

Developed a modular system that maintains brand recognition while allowing for topic-specific customization. Each template incorporates bold typography, high-contrast imagery, and strategic color blocking to stand out in both YouTube's crowded interface and the digital news space. The system seamlessly adapts between video thumbnails and article headers while maintaining visual cohesion.

Typography

The identity employs a strategic mix of fonts:

  • Inter Bold/Black for headlines and impact

  • IBM Plex Serif variations for editorial sophistication

  • Instrument Serif for accent elements

Web Implementation

The design system has been successfully translated into a dynamic news platform that organizes content into clear categories including Politics, Opinion, and Culture. The website maintains the bold visual identity while prioritizing readability and user experience, featuring:

  • Featured article sections with prominent visual hierarchy

  • Clear navigation structure

  • Responsive layouts that adapt to different content types

  • Consistent application of brand elements across all pages

This project demonstrates the ability to create a cohesive visual system that works across digital platforms while maintaining flexibility for future content evolution, successfully bridging the gap between video content and traditional editorial design.



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