NAVER chzzk

Visual Identity & Graphic System Development

This is a branding project for Naver Games chzzk, new streaming service. Chzzk offers an experience of exploring various pleasures and discovering new streamers in the gaming broadcast streaming service. Brenden developed a distinct visual identity and graphic system for chzzk. The aim is to apply a consistent brand identity design across chzzk's diverse contents.

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Chzzk is a newly added 'game streaming service' as a sub-service under Naver Games.
We have established a direction for chzzk to be emphasized as an individual brand, and based on this, we have built a brand identity through the development of distinctive design and graphic assets. Setting chzzk Green as the main brand color, we have made it available to express various features and contents within the service.

Chzzk is a newly added 'game streaming service' under Naver Games. We have established a direction for chzzk to be emphasized as an individual brand, and a brand identity through the development of distinctive design and graphic assets.

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To visually represent the naming characteristic of chzzk as a game streaming service platform,
we designed diagonal key visuals and motion service graphics inspired by the concept of hertz and frequencies. To express chzzk's mission of "discovering new games and streamers", we intuitively conveyed the concept of seeking joy through the metaphor of radio waves.

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Furthermore, through the development of service graphics and emojis embodying chzzk's unique identity, we effectively showcase chzzk's visual identity. This can be flexibly applied across various communication channels within the mobile app.

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Through chzzk's design, we aimed to inherit the image of the existing Naver Games service while emphasizing it as an individual brand.

We have developed game-related brand goods, not only for online media such as mobile apps and social media but also for offline media. Through a consistent visual identity, both online and offline, chzzk showcases its distinctive and unique brand identity.

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We have developed a grid system for diagonal graphics to ensure flexible scalability and convenient operation. The grid system consists of three types: radial and segmented.

The grid is represented in glitch form, imbued with the meaning of exploring joy, and can be utilized across various media channels.

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The diagonal graphics of chzzk provide a youthful and energetic image, visually conveying the joy of finding games to service users and the value orientation of the joy of game broadcasting to game streamers.

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NAVER chzzk
Visual Identity & Graphic System Development

iF-DESIGN-AWARD-2023_logo-2

BRENDEN

Direction / Doeui-Lee
Visual Identity Design / Juhyun Lee, Sujeong Yang, Jaehyun Bae, Yura Kim

BRENDEN

3D & Motion Graphic Design / Hyewon Jang, Jieun Lee, Taeyeol Lee, Beomsik Kim

Naver Branding

Project Direction / Junsu Kim
Project Managing / Donggeun Lee, Dayung Kim