Tencent Video
Moving magic centre stage
Designing a brand identity system for China’s number-one-streamed animated series, ‘The Land of Warriors’.
Tencent Video is one of the leading video streaming platforms in China, offering a wide range of content, including The Land of Warriors, the animated fantasy series with 428 million active users and 60 billion views across the entire series franchise. Driven by its long-term business strategy to develop IPs for sustained success, we worked with Tencent Video to redefine a masterbrand identity system, and discovered an opportunity to develop a unique IP for its sub-brand, The Starry Forest. Creating an interactive, immersive brand experience that seamlessly blends nature and technology.
Sector
Gaming & Entertainment
Expertise
Brand Identity
Brand Experience
Much of the show takes place within the mystical Starry Forest, a world surrounded by beautiful flora and fauna, within which the Land of Warriors characters hold a deep connection. We created a brand identity to replicate this connection for Land of Warriors’ audiences, by elevating the Starry Forest from a story scene to a real sense of place.
We collaborated with Polish artist Pawel Nolbert to recreate ten of the forest’s beautiful botanical species into unique graphic illustrations.
We then brought the Starry Forest to life with an interactive, immersive brand experience, The Forest Dream Exhibition, which debuted at the Joy City shopping destination in Shanghai, transporting audiences through a vibrant forest realm to marvel at the scenery with a series of awe-inspiring immersive AI installations.
Using the AI image platform, Stable Diffusion, visitors answered a series of questions to produce their own personalised botanical plants and flowers, each as unique as their creator.
Inspired by the brand message, “Hero is never alone”, we established a cohesive and captivating brand identity system for the Land of Warriors masterbrand, including a distinct visual style, logo and consistent design language, as well as visual identities for each of the 12 hero characters that showcases the depth and power of each personality, whilst forming part of a cohesive brand world.