Youku is one of China’s most influential online entertainment and media brands, engaging its user base of 580 million monthly unique visitors across multiple screens. As one of the original pioneers of online video in China, they’ve grown exponentially over the last decade and saw an opportunity to redefine the brand as it looks to the future.
The Youku senior leadership team partnered with us and Kantar Vermeer to define the future positioning of the brand and bring it to life through a refreshed identity system that could support their next phase of growth. Our collective challenge was to re-energize Youku in a way that connects with the changing needs of a younger generation, scales to new platforms and offerings, and sets an iconic visual style for the entire experience.
The brand idea of Unlimited World Views created a clear way forward for the brand, supported by a major shift in the product from an editorial-driven mass experience to an algorithm-driven personalized experience.
The new identity brings this strategy to life with the “dots-in-motion” system. The two dots at the core of the system represent people and content, which then connect to form an unlimited range of experiences. The system retains core equities that Youku’s hundreds of millions of fans know, but gives them energy and makes them work across changing formats such as mobile and VR.
For the 100 days leading up to the launch of the new Youku brand, we collaborated closely with Youku’s marketing and product teams to embed the brand and “dots-in-motion” identity into the product and key user interactions through visual assets, icons, motion graphics, and brand guidelines.
An icon of the Chinese media landscape now looks to shape how a dynamic new generation engages and interacts with entertainment.