Case study
A creator with his own team, brand and plan. I build the sites that turn his audience into readers, students and customers, starting with his newsletter.
Creator, speaker and consultantUnited StatesSince 2022created.news(opens in a new tab)
Jon Youshaei spent eight years inside Instagram and YouTube, where he was Head of Creator Product Marketing, before becoming a creator, speaker and consultant himself, with more than 800,000 followers. In 2022, created.news, his newsletter site, was the first thing I built for him. By 2025 it was four sites. In 2026 I rebuilt created.news in his new brand. United States.
Since November 2022, Lucas Cubillos Mialani of Cubilani, a brand and web design studio, has built and looked after four sites for Jon Youshaei, a creator, speaker and consultant, and a former YouTube insider in the United States. They are created.news (his newsletter, rebuilt in his new brand in October 2026), insider.school (his course), youshaei.com (speaking, sponsorship and consulting) and ythackpack.com (a free toolkit for his viewers). Jon’s team sets the brand and the strategy; Lucas builds each site to fit them and connects every sign-up to Jon’s own platforms.
In 2026 Jon’s team refreshed the CREATED brand: black with a green glow, a new slate logo, tall condensed headlines and mint highlights. I brought it to the whole of created.news, so every page a reader opens is in the new brand.
| Before (until October 2026) | After (October 2026) | |
|---|---|---|
| The look | A white page with black text | Black with a soft green glow, white text and mint highlights |
| Headlines | Rounded type in upper and lower case | Tall condensed capitals, with the key word on a slanted mint band |
| Buttons and fields | Rounded boxes | Slanted shapes, like the new logo |
| The phone | Grey and green triangles around it | The brand’s own arrows, floating in one after another |
The sign-up forms are the heart of the site, so every one kept its connection to Jon’s newsletter platform. His team keeps publishing posts exactly as before: the new headlines, text and link style reach every post on their own, old and new, and older links now always reach the right page.
Jon publishes for creators: every video is about how to grow on YouTube and beyond, and every video invites viewers to a site where they can join his newsletter.
He came with a clear strategy, a defined idea of each product, detailed brand guidelines and a team behind the content. My job was to turn that plan into sites that work, and to keep every new one in line with the last.
The first build: a page with one job, turning viewers into newsletter readers. Jon links it in every video, so it brings in new subscribers every week, and it has been extended every year since, with the past issues and a page for advertisers.
Insider Accelerator, Jon’s course for creators, began with a page that let people sign up to hear when it opened, while the course and its audience grew. It became the course’s home, with an application form and a login for students.
His presentation card: who he is, his speaking, his work with creators and brands, and the well-known names he has worked with, all in one place, with each part of his business on its own page and one way to get in touch.
A free toolkit for his viewers: viral video ideas, intro templates and how to look confident on camera, for people who join the newsletter.
Since September 2025, his sites have been on a care plan, kept up to date on WordPress between launches.
Four years after the first build, the first site became the first one in Jon’s new brand, as described at the top of this page.
Jon’s business runs on a publishing calendar, and each new sign-up page has to be ready before the video that links to it goes live. I plan the work around that calendar, alongside his team and across time zones, without compromising the quality or the brand. The 2026 rebuild ran the same way, on the live site.
Every sign-up form is connected to his newsletter and course platforms, so the four sites work together instead of standing alone as separate projects. Across four years, from landing pages to a care plan, all of it has been built by the same person.
For projects where I also lead the strategy and the brand, see the Futures First case study and the PCLF case study.
The work hasn’t stopped. I look after all of Jon’s sites on a care plan, so they stay live and working between launches, with every sign-up connected to his newsletter platform. Each new page, update or launch is built when his calendar needs it, the way created.news was rebuilt for his new brand.
“Lucas has been wonderful to work with and has helped bring our brand to life across our websites — from newsletters to courses and landing pages — elevating it to another level. He’s incredibly hard working, collaborative, and there when it matters most around important deadlines and events.”
If your business keeps launching, a newsletter, a course, a store, and each launch needs a site that is planned, built and connected on your schedule, let’s talk. Have a website? We’ll look at it together the way a new client sees it. Starting from scratch? We’ll talk through what your business needs. If it’s a fit, you get a fixed-price proposal within two business days.
With or without a website. A reply within one business day.
