PRO HOME COOKS

Strategy / Brand Naming / Coaching / Business Design / Brand Identity / Messaging

Growing a personal Youtube channel into a media company.

Challenge

Mike G. of the YouTube channel Brother’s Green Eats, has been creating cooking and food content for the past six years and has seen immense success on the platform with 1.3 million subscribers and a highly engaged audience. To unlock a greater potential for his brand and content it was time for Mike to create a new future for his business inside of a brand that could own the digital food content space on Youtube. Through our sprint process and workshops we developed a foundation on which we could build a new future for Mike that would unify the myriad of content, channels and products he was marketing to his audience and focus his efforts with a clear brand strategy.

Can a YouTuber create a bigger business out of their content?

How can we turn a youtube channel into a scalable brand, driven by a purpose built business?

How do we make food exciting?

Solution

A new business structure and brand, designed to dominate food and cooking content on Youtube. Create the systems to scale the business through content, products and online courses—inviting and guiding us to discover our individual and unique expressions of food and cooking. Pro Home Cooks was born out of Mike’s mission to empower people to cook at home and live a healthy lifestyle through lean back content that entertains as well as educates. Humanfolk helped Mike develop the name for this new venture and encapsulate its spirit with a powerful design and communication system. Inspired by the deeply personal approach Mike brings to his content and his engagement with his audience we created an identity that reflects the DIY mentality of cooking at home. Raw, real and energetic—we wanted to exemplify the creative nature of a home cook working with what they have available to them and creating something amazing.

Results

18% increase in subscribers

30% increase in views

Team

Ryan Unwin

Dave Dick