OTT 특성에 맞는 통일화된 그래픽 모티프와 브랜드 이미지 구축

웨이브는 실시간 방송부터 국내외 다양한 VOD와 오리지널 콘텐츠까지 무제한 즐길 수 있는 OTT 서비스 플랫폼입니다. BAT는 웨이브의 향후 광고 캠페인과 다채로운 콘텐츠 제작에 활용할 수 있는 그래픽 모티프 개발과 브랜드 디자인 개선 작업을 진행했습니다. 웨이브 브랜드 네임은 ‘파도’가 직관적으로 연상됩니다. 자칫 단순해보일 수 있지만 가장 쉽고 강력한 도구라 판단해 브랜드 네임이 지닌 의미에서 착안해 파도를 그래픽 모티프로 설정했습니다. 웨이브만의 새로운 그래픽을 개발하기 위해 파도의 형태보다는 움직이는 성질을 표현하고자 했고, Smashing(강하게 부딪히는), Swelling(넘실거리는), Seeping (천천히 스며드는) 세 종류의 파도를 형상화한 그래픽 모티프를 개발할 수 있었습니다. 또한, 다양한 채널과 매체에 유연하게 대응할 수 있도록 레이어링 시스템과 그래픽 모듈러를 개발했습니다.
Brand Strategy
Brand Identity
Brand Messaging
Art Direction
UX + Visual Design

Project Goal

wavve’s existing content had different styles of graphics every season without established design system overarching coherent tone and mood. BAT consolidated brand assets and images wavve had built and developed graphic motif to apply to overall brand play and ad campaigns for the coming years.

As a final output, a design guide was delivered not only for in-house designers but also for marketers and external partners to use developed motif flexibly.

Graphic Motif & System

wavve brand name intuitively brings up the image of ‘wave.’ Being simple yet easy and powerful, ‘wave’ became the main source for the graphic motif. Instead of creating new visual graphics, we focused on expressing the moving characteristics of wave rather than the shape of it.

The result was three different types of wave: Smashing, Swelling, and Seeping. Afterwards, these three types were developed further into layering system and graphic moduler that could flexibly respond to diverse media channels.

Typography & Iconography

In choosing the brand typeface, usability was considered most importantly as wavve service was prominently provided under digital environment. We carefully chose a type family that adapts to diverse environments from small device screen such as digital watch to big billboard screen. As an additional tool to assist friendly communication, a set of 3D icons that goes well with each content genre was added to the system.

Brand Color

We meticulously adjusted existing primary brand color blue and added shades to respond to multiple screens including dark mode. Newly added secondary colors, inspired by colors from daytime to midnight, reflect various genres and wavve service enjoyable all day long.

Extended Application

Applications are designed under consolidated new graphic motif and design principles to deliver consistent brand identity. This way, we expect to raise brand awareness and differentiate our brand image from other competitors in this industry.

wavve brand goods are designed using consistent brand colors and brand slogan to reinforce brand identity and wavve’s mission to the members.

On digital device, deep blue color is used as a background color to minimize optic fatigue and brand colors are used as a point color to increase legibility and the level of attention.