Jukin Brand Strategy
We were engaged by Jukin Media for a fast-paced rebranding initiative of a startup in high-growth mode. We started by dissecting a multi-layered business model in order to identify the unique solutions that the brand represented to each of its three key audiences: video creators, brands/media partners, and the viewing public. Brand personalities were developed and emotional connections with their tribes were uncovered as we set out on the branding of multiple sub-brands as well as the umbrella brand identity.Jukin Identity
The Jukin brand identity design tells the story of the relationship between Jukin Media and its content creators; a select few are being brought into the spotlight, and those lucky ones see tremendous and immediate growth. Telling this story in a unique and powerful visual manner, we brought the immediacy of viral growth up front and center with a logo that leaves a lasting impression.
Jukin Video Identity
After the successful re-branding initiative, FINIEN was brought on to create brand identity designs for Jukin's portfolio of sub-brands, or channels. Jukin Video is the leading viral video community channel dedicated to showcasing the hottest UGC videos from across the web. Keeping the audience in mind while continuing the strong visual language, we derived an identity that is as playful as it is recognizable. Scalability was key to the successful re-design, given that the logo would live mainly in the tiniest of icon-formats within the social media landscape - while it still had to remain impactful large-scale. With the camera symbol serving as a scalable icon, the typography was treated with a bit of roughness around its edges to support impact large-scale while identifying with the homemade quality of the content Jukin Video provides.
Poke my heart Identity
Another sub-brand within Jukin's array of YouTube properties, Poke My Heart is a channel displaying a range of heartfelt video content, from marriage proposals to kids seeing rain for the first time. Poke My Heart is clearly a destination that makes grown men cry, while women formed the majority of viewers. The in-your-face concept 'makes everyone's hearts smile,' while the identity design was directed to fall into the brand family and adhere to the scalability and vitality of its uses.
People Are Awesome Identity
People Are Awesome is the flagship brand of Jukin. The engagement numbers are staggering. With 4,769,798,500 total views and 36,733,964 subscribers/likes as of July 2018, the re-design had to be carefully orchestrated to ensure brand recognition, take advantage of the brand icon's legacy while pushing the logo and visual language into its next chapter. FINIEN cleaned up the logo, created visual clarity and focused on readability and impact for true awesomeness.Delivered beyond my expectations!
- Jonathan Skogmo
Chief Executive Officer
