Tencent Video, China’s largest online video media platform, has evolved since 2011. Initially catering to the post-80s generation, its primary user base has gradually shifted towards the post-90s young female demographic. This demographic shift has, in turn, altered users’ perceptions of the brand. The existing brand appears somewhat outdated and fails to meet the demands of the younger audience. The 09 team was invited to explore a fresh brand image upgrade while preserving the current brand assets.

The goal was to undertake design explorations that convey Tencent Video as a more youthful, vibrant brand in line with the tastes of the younger generation. In a month-long collaboration, ZERO&NINE provided Tencent Video with graphic design, color updates, and extended design services for auxiliary graphics.