wtf madhu
wtf madhu
project overview
This project was part of the visual reintroduction of content creator @wtfmadhu as she is relaunching her YouTube presence after a hiatus. As an illustrator, my role extended beyond creating a single animation for her youtube intro, I translated her personality, tone, and digital presence into a cohesive visual identity. The final output blends character, environment, and storytelling to reflect her voice: expressive, thoughtful, and rooted in everyday girlhood.
This project was part of the visual reintroduction of content creator @wtfmadhu as she is relaunching her YouTube presence after a hiatus. As an illustrator, my role extended beyond creating a single animation for her youtube intro, I translated her personality, tone, and digital presence into a cohesive visual identity. The final output blends character, environment, and storytelling to reflect her voice: expressive, thoughtful, and rooted in everyday girlhood.
project type
Illustration + animation
Packaging Design
year
2026
2024
my role
Illustrator
Lead Brand Designer
client
wtfmadhu
brew can co.
WHO IS WTFMADHU?
WTF Madhu is a digital content creator known for her film-centric commentary and culturally aware perspectives on everyday experiences. Her content blends insight with relatability, often exploring themes of girlhood, identity, and media through a thoughtful and expressive lens.
WTF Madhu is a digital content creator known for her film-centric commentary and culturally aware perspectives on everyday experiences. Her content blends insight with relatability, often exploring themes of girlhood, identity, and media through a thoughtful and expressive lens.
WHAT DID THEY NEED?
She needed a YouTube intro that visually reintroduced her personality capturing her presence through an early 2000s cartoon-inspired style with retro, girlhood elements and soft pop colors. The goal was to create a character-driven visual that reflected her tone, space, and overall vibe.
She needed a YouTube intro that visually reintroduced her personality capturing her presence through an early 2000s cartoon-inspired style with retro, girlhood elements and soft pop colors. The goal was to create a character-driven visual that reflected her tone, space, and overall vibe.
VISUAL IDENTITY
Hex #E36888
Hex #F2D88F
Hex #6698CC
Hex #F08C21
Hex #B4B534
warm
nostalgic
friendly
The visual identity was developed drawing inspiration from early 2000s cartoon aesthetics. A soft yet vibrant color palette was used to create a balance between playful energy and visual comfort. There is use of rounded forms, layered lettering.
The visual identity was developed drawing inspiration from early 2000s cartoon aesthetics. A soft yet vibrant color palette was used to create a balance between playful energy and visual comfort. There is use of rounded forms, layered lettering.
Chaloops Bold
Chaloops Bold
Chaloops Bold
THE PROCESS
The process began with closely understanding the creator’s voice, content style, and the kind of presence she wanted to build on YouTube. Early drafts explored different compositions as each had different points of emphasis such as the character, the brand and the gesture. Through these iterations, the composition evolved towards a balance between brand, character, and gesture, ensuring that each element contributed the right amount. This allowed the final direction to feel immersive, readable, and aligned with how the artwork would function across digital formats.
The process began with closely understanding the creator’s voice, content style, and the kind of presence she wanted to build on YouTube. Early drafts explored different compositions as each had different points of emphasis such as the character, the brand and the gesture. Through these iterations, the composition evolved towards a balance between brand, character, and gesture, ensuring that each element contributed the right amount. This allowed the final direction to feel immersive, readable, and aligned with how the artwork would function across digital formats.
1.draft sketches - exploring compositions
1.draft sketches - exploring compositions
2.linework
3.colour blocking
3.colour blocking
5.frame by frame animation
5.frame by frame animation
Animation
Youtube intro
Animation
Youtube intro
Final Intro Animation
Final Intro Animation
Channel banner
Channel banner