2022 TVING Rebranding
Complete brand transformation for Korea's leading OTT platform, redefining TVING's visual identity to reflect its evolution as the home of K-Content. The renewal gave new meaning to TVING's 'T' and 'V', representing 'TVING' and 'VIEWER', and the chemistry between platform and audience. The new identity system spans logo, color palette, typography, motion identity, and comprehensive brand guidelines.
My Role - Senior Brand Designer
Collaborated on the rebranding process as part of a cross-functional project between the Brand Marketing and Brand Design teams.
Strategy & Direction Participated in defining the brand renewal direction, including the core concept of "TVING and VIEWER chemistry." Contributed to creative briefs and provided ongoing feedback and direction to identity agency throughout the design development process.
Review & Collaboration Participated in review sessions for design proposals, providing feedback and collaborating with team members to guide revisions toward strategic and creative objectives.
Motion Identity Provided creative direction to motion graphics agency for the motion identity system, including app splash, end tags, and leader films, ensuring motion language aligned with the new brand personality.
Promotion Design Guide Established TVING's first-ever promotion design guide, enabling quality control of marketing assets and achieving brand consistency across all promotional materials.
Implementation & Management Contributed to brand guideline development and managed distribution across the organization, ensuring consistent application of the new identity across all touchpoints.
Project Overview
The Challenge
TVING's previous app icon and logo was established when the service focused primarily on replay and live TV streaming. The dated identity no longer reflected the platform's evolution and lacked the sophistication needed to compete in the premium OTT landscape.
The Transformation
The brand renewal repositioned TVING as Korea's leading OTT platform built on premium original content. The new identity system elevates the brand's tone and manner to match its ambition of owning audience content consumption time, establishing TVING as a cultural destination rather than just a streaming utility.
A dynamic motion system that brings the brand to life across digital touchpoints. The leader film fuses the new visual identity with a signature audio mark. The striking spotlight born from the union of T and V vividly captures the chemistry between TVING and its viewers, ensuring consistent brand recognition throughout the user journey.
