The Great Customer Journey
Commissioned through Rehabstudio for YouTube's new California office, this large-scale mural illustrates the advertising customer journey as three interconnected islands—Inspiration, Creation, and Retention. Alongside the mural, I created a companion set of illustrations for the platform's website, including ad workflow visuals, demographic icons, and audience characters.
Client
YouTube
Agency
Rehabstudio
Creative Direction
Hayden Peek
Project Manager
Perline Tuczon
Illustration
Eduardo Barbosa (lead)
Margarida Mouta
Commissioned through Rehabstudio for YouTube's new California office, the mural visualises the advertising customer journey as three interconnected islands—Inspiration, Creation, and Retention—each packed with scenes and details that represent different facets of the YouTube ecosystem and the people who use it.
The Mural
Each island has its own visual identity and atmosphere, but they connect through bridges that represent the seamless flow between stages of the customer journey.
Launch Ad Illustrations
A companion set of illustrations created for the website's creator section, each depicting a specific step in launching an ad on YouTube—from selecting videos and setting a budget to customising the ad and targeting an audience.
Demographics Illustrations
Illustrations representing four broad audience interest categories—films, arts, travel, and sports—used to visualise YouTube's demographic targeting capabilities.
Tools Illustrations
A series of clapperboard-themed illustrations representing the creative tools available to advertisers on the platform.
Audience Characters Illustrations
A cast of character illustrations representing diverse audience personas, giving a human face to the demographic data behind YouTube's ad targeting.
