Channel Banner Art by @CarlyBella
Thumbnail Design by Jonathan Edewaard
OVERVIEW
The 2nd Dimension is a YouTube channel that I developed and have run since 2017, focused on discussion of cartoons geared towards all-ages audiences.. It began focused on covering news and theories related to the then-airing Milo Murphy’s Law series (the sequel to Phineas & Ferb), but gradually expanded to feature analysis of cartoons of all types, often in partnership with the creatives who worked on them.
BRANDING & STRATEGY
The channel began as Phineas Flynn’s Law, a mishmash of the names of the two primary shows I was covering (Phineas & Ferb and Milo Murphy’s Law). However, as the channel continued to grow and expand, two things became clear:
1
Phineas Flynn’s Law was difficult to say and spell,
making communication or sharing the channel by name a difficult task
Phineas Flynn’s Law was difficult to say and spell,
making communication or sharing the channel by name a difficult task
2
Phineas Flynn’s Law no longer reflected the full scope of content being produced for the channel.
Phineas Flynn’s Law no longer reflected the full scope of content being produced for the channel.
To address this, I developed a
comprehensive rebrand that launched in 2020:
comprehensive rebrand that launched in 2020:
The 2nd Dimension
The name proved to be a strong change for a few reasons:
1
Phineas & Ferb and Milo Murphy’s Law fans would undoubtedly be familiar with the name playing on Phineas and Ferb: Across the 2nd Dimension, paying homage to the primary topic I originally produced content about, and former viewers who might find the channel again would be able to recognize the topic
Phineas & Ferb and Milo Murphy’s Law fans would undoubtedly be familiar with the name playing on Phineas and Ferb: Across the 2nd Dimension, paying homage to the primary topic I originally produced content about, and former viewers who might find the channel again would be able to recognize the topic
2
‘The 2nd Dimension’ can also refer to the primary topic I cover on the channel - 2D Animation
‘The 2nd Dimension’ can also refer to the primary topic I cover on the channel - 2D Animation
3
It is unmistakably unique on YouTube
It is unmistakably unique on YouTube
4
It is easy to pronounce and discuss
It is easy to pronounce and discuss
Character Artwork by Savannah Reeves
Logo by Jonathan Edewaard, inspired by Phineas & Ferb
VISUAL DESIGN (LOOK & FEEL)
I wanted a modern-feeling 2D aesthetic, leaning into the idea of portal-hopping and jumping through dimensions. Additionally, I wanted hints of the Phineas & Ferb inspiration. I commissioned Savannah Reeves to develop a number of character poses for the channel, with my OC (original character) drawn in the style of a Phineas & Ferb character (original design by Rachel).
To support the portal motif, transitions between Animated and Live-Action segments in the videos are consistently done via portal. Additionally, each video ends with the portal closing before the final logos.