JOOX is a popular music app among youth in China, Southeast Asia, and South Africa. JOOX communicates with users by building brand characters.
Background
The brand image does not align with its goals.
During a JOOX brand study, we discovered user impressions of JOOX as smart, abundant, yet outdated. However, this is inconsistent with the diverse, trendy and fun brand goal we want to convey. It also did not meet our expectations for spreading the brand's influence.
Although JOOX offers a solid
user experience and extensive features,
it lacks a youthful and trendy appeal.
JOOX is not discussed as much on
social media as other music products.
What our customer
says About Us
Brand Design
I guided the team to develop brand characters and implement them online and offline in this project. This successful endeavour refreshed the brand image and tone, resolving inconsistencies across different regions.
Type
Overview
Jan 2020 - Feb 2021 (1 year)
Timeline
Lead Designer
Role
Brand Strategy, Character Design, Design guidance
Responsibilities
Enhancing brand influence.
The communication strategies and platforms used by JOOX were quite limited and failed to create a significant impact on the target audience. JOOX lags behind other brands like Instagramβs engagement of users.So we need to enhance brand influence.
Business Challenge
27.2M
posts
7.6M
posts
281K
posts
1.2M
posts
Design Challenge
Establishing an explicit and trendy brand image.
The absence of consistent guidance in brand image design has led to significant regional variations in branding, with styles not appearing youthful enough. Users struggle to develop a clear understanding of the brand.So we need to establish a explict and trendy brand image.
Online
Create
Character
Create
Guideline
Create
Communication
Create
Impact
APP
Online Brand Partnerships
Offline Brand Partnerships
Cross-border
Brand
Partnerships
Internal
Brand
Team
Activities
Client Gifts
Exhibitions
H5
Web
Festive
Hotspots
Operational
Activities
Offline
Operational
Activities
Offline Brand
Scenarios and rules
Social
Media
Online
Brand
promotion
Offline
Brand
Promotion
Character
Guideline
Brand
Scenarios and Rules
Character
Gallery
Character
Design
Brand
Story
Brand Personality
Brand Position
Offline
1
Establishing a brand character through brand storytelling
Create Character
2
Maintain a consistent brand image through specifications and galleries
Create Guideline
3
Enhanced connection and interaction through brand character within the APP
Create communication
4
Enhanced brand image and identity outside the APP
Create impact
Building brand character, communicating with users across all touch points.
To foster a youthful brand and enhance its impact, introducing a consistent character across all online and offline touchpoints, connecting with users to boost our presence.
Design Strategy
Design process
Creating brand character.
Developing a distinct brand character by crafting compelling narratives and engaging storytelling techniques. This approach helps to forge a memorable identity that resonates with the audience.
The musical trendsetter will be the protagonist of the story, exploring a diverse musical world full of surprises and imagination, led by musical partners. In this world, the music explorer will trigger different spaces and scenarios through certain opportunities, may encounter people or unknown creatures with different skin colours but who share the same love for music, and will also experience the competition between different musical genres, the collision and fusion of different cultures, etc.
Brand Story
βJOOX guides you to explore a diverse musical worldβ
Design Exploration
Character Design
Creating brand guidelines.
Preserve a consistent brand image by enforcing detailed specifications and design cases, ensuring a coherent identity across all regions.
Campaign design in JOOX
Music Campaign
VIP Campaign
Chatroom Campaign
JOOX x WeChat
JOOX x FushionBank
JOOX x Midasbuy
Co-branding Campaign
Creating brand communication
Strengthening user engagement and interaction within the app by leveraging a distinct brand character or partnering with other brands, enhancing the connection between the brand and its users and creating a more immersive user experience.
JOOX + FusionBank
Creating brand impact.
The brand's story and tone is conveyed online through the brand video on social media, while offline it is brought closer to users through Merchandise.
Brand Video
We produce numerous videos highlighting our brand's unique Identity and various features, including karaoke, live streaming, and VIP services.
Brand Merchandise
We crafted branded merchandise like pillows, toys, bags, and music boxes, showcasing them in exhibitions and variety shows to enhance interaction between the brand and its users.
Fera
@Indonesia
ππππππππππJOOXβs brand video looks very trendy and coolοΌ
#JOOX
5:48 PM
Sep 15, 2021
36
Matt
@Thailand
JOOX just gets better and better! From live streams to cool merch, they're doing it all. π€πCompletely in love with how they've evolvedβfashion-forward and fabulous.
6:31 AM
Mar 17, 2021
23
Elaine
@Malaysia
The pillows that appear on the JOOX variety show are so so so so so cute πππ
I want to get them!!!!
6:19 AM
Sep 7, 2021
3
Farhaj May
@Thailand
Meet the newest faces of JOOX! ππΎ These unique characters are bringing fresh energy and creativity to our screens.
6:31 AM
Feb 17, 2021
6
Adele
@HongKong
Just watched the latest JOOX video and Iβm hooked! π₯β¨ Their storytelling is on another level.This is a completely imaginative world.It also aroused my desire to explore JOOX.
#JOOX #BrandStory
12:27 PM
Jun 21, 2021
9
Sharath
@Malaysia
Big applause for JOOX's transformation! ππ From everyday to extraordinary, they're crafting experiences we all love.
1:51 PM
Feb 8, 2021
2
Cindy
@HongKong
"π Loving the new vibe at JOOX! Itβs all about being trendy and stylish. Who else is here for this trendsetter transformation? "
#JOOX #TrendyVibes
6:31 AM
Mar 17, 2021
23
Thanks for reading!
Imapct
Positive feedback from social media.
I guided my team in developing and applying brand characters both online and offline within one year, effectively refreshing the brand's image and tone. This initiative successfully harmonized the previously inconsistent brand representation across various regions and promoted positive feedback from users.