YouTube has a new face, but has it lost its voice?

09 Sep 2017

Mastermind creative director of Airbnb James Greenfield has been asked by Creative Review to share his thoughts on one of Saffron's recent projects - the new YouTube rebrand. In a brutally honest piece, Greenfield praises the design thinking and fresh face for YouTube, but questions whether its brand - global, accepting, open - really allows it to compete in streaming with the more selective values of Netflix and Amazon Prime.

James also emphasises the collaborative role of agencies and internal teams in building tech brand, name-checking our work with Youtube. We appreciate the shout out - and can't wait to see how the brand runs with what we’ve done!