Lifetube
No longer an influencer, but a talent and creator
Brand Identity, Communication, Digital Branding
BACKGROUND
Lifetube is the largest network in Central Europe, bringing together internet talents. In recent years, it has undergone a massive transformation – from an agency uniting internet influencers to a creative hub that collaborates with online creators to execute complex, multi-channel marketing campaign
CHALLENGE
Rebranding is a natural moment to introduce a new identity, and Lifetube’s market position has long been out of sync with its outdated, generic branding. Colors, the way the name is presented, and visual elements did not support the image of the most important brand in Poland, built around the economy of internet creators. We stood on the edge of the brand’s first chapter, fully prepared and responsible for the visual opening of chapter 2.
INSIGHT
We realized that the word ‘influencer’ falls short. It doesn’t describe or capture the scale of the phenomenon behind today’s internet creators and talents. Ultimately, today’s content creators have long surpassed the old world of celebrities, actors, and musicians. Now, they are the new stars of a new era and generation.
SOLUTION
We began by changing the name’s formatting, transitioning from the generic form ‘LifeTube’ to lowercase ‘lifetube,’ bringing the brand closer to the world of technology. As a supporting element, we proposed the symbol – the Stars! As a symbol, the star is a generic one, so we gave it anthropomorphic characteristics in the form of a friendly waving hand, creating a strong graphic symbol that works well both on merchandise and in board presentations.
We built the graphic system around elements called ‘confetti’ – a cultural element associated with celebration, victory, and success. The new system allows for dynamic management of the brand’s visual assets. That is, we have a full range from touchpoints with a strong branding accent to ‘framework’ solutions – visually economical ones that bring internet talents and stars to the forefront.
Mamastudio for Lifetube
Scope
- Creative Direction
- Rebranding
- Visual Language
- Digital Branding