YouTube is one of the most iconic platforms on the internet — and YouTube Studio is where creators see their growth take shape, milestone after milestone. “Moments” mark that journey — from continuous progress to major achievements — yet often behave as isolated signals rather than a coherent language.

Working closely with the YouTube Studio creative team, illo was brought in to define and formalize a visual language for Moments — evolving an existing luminance-driven direction into a scalable system. We translated this direction into a flexible framework of principles and motion behaviours — balancing clarity, consistency and creative autonomy across teams. At its core, the system uses luminance as a language: each illustration acts as a light source, combining vibrant gradients, soft glows and color interactions to create depth and optimism.

Illustration and motion thinking, Moments were designed as dynamic, expressive elements — built on cinematic fluidity and snappy accents. The result is a scalable library of 50+ Lottie assets, optimized for real product environments. Moments become more than notifications — they become something that resonates, recognizes effort, and feels worth sharing.


Credits — Luminance Concept & Direction YouTube Studio Design Team + Creative Direction Ilenia Notarangelo + Motion Direction Dave Cubitt + Design Direction Arianna Cristiano + Design Michele Giamello & Alessandra Marin + Motion Design Dave Cubitt, Miguel D’Errico, Fabio Orlando & Matteo Ruffinengo + Technical Direction Matteo Ruffinengo + Producer Laura Mazzarino + Portfolio Case Study Giovanna Crise & Elena Maggiolo

Full project on illo.tv

Lexroom set out to elevate its brand — updating its positioning and visual presence to reflect a more structured and authoritative direction, fitting for a platform that brings AI into the legal space.

The rebranding defined the identity, redefining Lexroom’s visual foundations with a sharper logo, a more contemporary typographic voice and a system rooted in geometry and fractal logic. Our role was to take that foundation and make it move — translating the rebrand into motion and extending it into a cohesive, living expression. In motion, the challenge was to preserve that sense of solidity while injecting energy.

We deliberately avoided aggressive transitions or overly dramatic effects. No fireworks. Instead, we worked with controlled rhythms, spatial expansion and subtle 3D interpretations of the fractal — echoing the idea of layered pages translated into digital space. Motion becomes the bridge between brand and product, adding elasticity without compromising the logic behind it. The result is a system that can evolve. The fractal and gradient language adapts across touchpoints and future partnerships, absorbing new colour palettes while maintaining coherence.

Structured yet flexible, expressive yet grounded — it handles complexity with clarity, not noise. The second video shifts towards functionality. Here, we abstracted the UI and integrated it into the visual language introduced in the first film. Interface elements are recontextualised within the identity, allowing the product to sit naturally inside the brand narrative. More explanatory, more informative — but never a step-by-step demo. Two videos. One establishes presence. The other clarifies purpose. Same foundation, different focus :)


Credits — Creative Direction Cristina Pasquale + Design & 3D Michele Giamello + Motion Miguel D'Errico & Giuseppe Laezza + Producer Daniel Ceballos + Portfolio Case Study Giovanna Crise + Lexroom Creative Direction MariStella Ferrero

Full project on illo.tv

I worked on this project at illo.tv, where I was responsible for the complete 3D design and the seamless integration of 2D and 3D elements.
What started as a high-stakes project with a hard deadline took an unexpected turn when the main event was postponed.

Instead of stopping, we pivoted, transforming the piece into a studio exploration. Our goal? To push creative boundaries and develop a unique visual style that is incredibly difficult for an AI prompt to replicate.
The final result is a fresh, pop, and beautifully unpolished story about a delivery service, celebrating both the joy of movement and the collaborative energy of a great team.


Credits — Creative Direction Ilenia Notarangelo & Cristina Pasquale + Design Direction Arianna Cristiano + Illustration Arianna Cristiano, Sofia Buti, Michele Giamello & Andrea Vago + 3D Illustration Michele Giamello + 3D Animation Riccardo Chiara + Animation Riccardo Chiara & Fabio Orlando + Interactive 3D icons Matteo Ruffinengo & Michele Giamello + Sound Design Fabrizio Martini + Case Study Giovanna Crise & Laura Mazzarino

Full project on illo.tv