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PT-BR[ Case 02 — YouTube channel identity ]
H&R Block Unscripted.
A tax brand opening a YouTube channel about real people, real money and real life — with no script. The job: give “Unscripted” a face that feels human first and brand second.
01 — The brief
A tax brand, off script.
Unscripted is H&R Block’s channel for unfiltered conversations: people talking about money, work and the choices nobody plans for. No actors, no teleprompter, no perfect lighting.
The obvious move for a financial brand is polish — clean gradients, stock smiles, a corporate lockup. That would kill the whole point. The identity had to look like it was made by hand, by people, for people.
02 — The idea
The logo became a note.
H&R Block’s green square turns into a sticky note taped to crumpled paper — the kind of thing you write when nobody is directing you. Add a handwritten “Unscripted” and the brand stops sounding like a bank and starts sounding like a person.
03 — Two routes
Faces first, logo second.
Route 01 — Mosaic
Dozens of real faces side by side, with the note pinned in the middle. A crowd, not a campaign.
Route 02 — Cut-outs
Hosts cut out like paper, torn edges on brand green. Louder, closer, more editorial.
04 — Big screen
