TVING x Paramount+ Co-Brand design Guide
When Paramount+ launched its brand zone on TVING in June 2022, it marked Paramount+'s first global expansion into Asia, with Korea and TVING at its center. This required developing the first-ever global co-branding guide between the two platforms.
My Role - Senior Brand Designer
Creating a unified visual system where two distinct OTT brands coexist harmoniously, rather than simply dividing space between Paramount+ and TVING. The guide needed to make both brands appear as one cohesive creative while respecting each brand's guidelines.
The goal was to ensure equal brand value between TVING and Paramount+, balance Paramount+'s blue and TVING's red to avoid visual clash, and honor both brands' guidelines while achieving visual harmony.
Global Stakeholder Coordination Created mockups for posters, key art, promos, end tags, and SNS (Instagram, YouTube) to present to Paramount+ headquarters. Led design communication to gain approval before full production, navigating the nuances between Korean and English design requirements.
Guide Development Designed the co-branding system through extensive testing to find the optimal balance between both brands. Developed comprehensive guidelines covering logo placement, color usage, typography, and application across all touchpoints.
Implementation & Quality Control Deployed the guide across all marketing channels including SNS, outdoor advertising, and promotional materials. Monitored brand touchpoints to ensure consistent application of co-branding standards.
Deliverables
Co-Branding Design Guide
Logo System & Color Balance Guidelines
Mockups for Poster, Key Art, Promo, End Tag, SNS
Implementation Standards for All Marketing Channels
