Francis Brand

CLIENT - ASSIGNMENT - GOAL

Cooking with Daan is an emerging content creator who focuses on sharing quick and accessible recipes on YouTube. His style is very approachable: simple dishes with few ingredients, presented in short, easy-to-follow reels. This approach appeals to a broad audience looking for convenience and speed in the kitchen.

When Daan first launched his channel, he had no visual identity in place. He asked me to design a YouTube banner that would instantly communicate what his channel is all about: fast, simple, and fun cooking. The challenge was to visually translate his style and tone of voice in a way that was instantly engaging and aligned with the dynamic nature of his content.

The main objective was to create a strong first impression that would attract new viewers. A professional and consistent visual presence was key to helping his channel grow and ultimately generate more views and subscribers.

CHALLENGES - MY ROLE - PROCESS

One of the biggest challenges in this project was the lack of a clear briefing. The client had no specific visual ideas in mind and gave me full creative freedom. While this offered room to explore, it also required a highly independent approach, from identifying the right style to developing a fitting concept that was both functional and visually engaging. On top of that, the project was under time pressure, so quick decision-making was essential.

My role was to manage the entire design process for the YouTube banner, from initial research and concepting to the final visual output. I worked independently throughout and took responsibility for both the creative direction and the final decisions.

The process started with gathering inspiration. I explored similar channels within the food content space and analyzed which visual elements worked well. I then immersed myself in the world of cooking and baking to identify recognizable visual cues, such as colors, shapes, and iconography, that would align with Daan’s signature style: fast, simple, and tasty. Based on this research, I developed multiple visual concepts. When I presented them to Daan, he was immediately enthusiastic. One of the designs matched his vision perfectly and was chosen as the final banner.

RESULTS - IMPACT - REFLECTION

The final result was a YouTube banner that perfectly reflected the style of Cooking with Daan: playful, approachable, and instantly recognizable as a channel for quick recipes. The design combined visual elements from the cooking world with a modern look that matched Daan’s short and punchy video style.

After the banner went live, the client received positive feedback from his circle, friends and family noted that the channel looked professional and visually appealing. This contributed to the bigger picture: Daan’s channel quickly began to gain traction, and his first videos started getting significant views. His subscriber count continues to grow, thanks in part to the strong visual foundation. The banner helped create a strong first impression and allowed him to stand out in a crowded content space.

For me, this project was a great opportunity to independently develop a visual concept from start to finish under time pressure. It pushed me to move quickly, think creatively without fixed constraints, and make confident decisions on my own. I’m proud of the result and of having full ownership over the project. On top of that, it added a solid piece to my portfolio that clearly showcases my process and design style.