This project began as a simple logo design request from an excellent drummer seeking to put his mark on the world; but turned into much more, and is now an ongoing campaign of designing YouTube thumbnails.

These thumbnails set Sam apart in the field of YT drummers; straying away from dramatic, sweaty drum-action shots and time honored but tired rock-n-roll graphic traditions.

Unlike his peers - who see these thumbnails as a chance to court the algorithm - we instead indulge an urge to lean all the way in to playful, flamboyant jestures at the algorithmic expectations.

Scroll down for a bite-sized case study on the logo design process.