Zhejiang STV Channel Branding

Summary

JL DESIGN worked on rebranding the channel and revamping the package of China's iconic television station, Zhejiang Satellite Television (ZJSTV), for two consecutive years, starting from 2015. The goal was to highlight ZJSTV’s extensive and realistic entertainment content. 2015’s video features a couple who led the audience to look around as they passed through a factory, with hosts serving as dream guides, leading the couple, and by extension, the audience, through the various areas of the factory to show them the characteristics of the channel and the wonder of realising their dreams. The focus of the brand was to inspire dreams and to show the endless possibilities of realising dreams. In 2017, the two protagonists of the two ident videos entered an incredible new world through their continuous efforts, culminating in their approaching an expansive stage. We adopted fantasy and passionate visual language to create the channel package, and the angle of the Z was combined with rotating lines to form the channel logo. This was paired with the rendering and intermingling of multiple colour gradients, echoing the bold, bright, young and lively character of ZJSTV. JL DESIGN came up with the concept of "Your dream is your trump card" for the channel using colourful and rich visual techniques. The brand story of ZJSTV was fully expressed using precise and rich narrative techniques: After all, encouraging every viewer to work for their dream is the reason ZJSTV exists.

Mission

JL DESIGN worked on revamping the channel identity and package of China's iconic television station, ZJSTV, for two consecutive years. The goals were to create a rich set of visuals for ZJSTV that was representative of its iconic status and influence, as well as to highlight ZJSTV’s extensive and realistic entertainment content through exquisite design. This would take the brand to new heights and cement its iconic status.

Solution

In 2015, inspired by the channel’s most popular reality show, Dream Works, we created videos for ZJSTV as it is the dream workshop for the common folk. The concept revolved around everyday couples’ pursuit of their dreams, with hosts serving as dream guides, taking the couple through the various areas of the factories to show them the unique aspects of the channel, as well as the importance of realising their dreams. The highly-detailed animated designs and real-time shooting and production were also added to depict the colourful dreamscape. In terms of visuals, the use of vibrant dream cubes that are continuously produced and transported around the factory represents the possibilities of various dreams. Towards the end, countless dream cubes are sent flying out of the glass tube, symbolising the dreams the brand continues to inspire and the endless possibilities when it comes to realising dreams. In 2017, the previous concept of the common folk pursuing their dreams was continued, and it was divided into two chapters: music and sports. The ident video started with a music-loving guitarist and a female running enthusiast, using fantasy techniques to depict the dream pathways of the protagonists. The path began from a tiny everyday space that led to an incredible new world through their continuous efforts, culminating in an expansive stage. In terms of channel package, colourful and passionate visual language was used, and the angle of the Z was combined with rotating lines reminiscent of the channel’s logo. This was paired with the rendering and intermingling of multiple colour gradients, echoing the bold, bright, young and lively character of ZJSTV. Added together, it presented the brave attitude of ZJSTV in a new era.

Impact

From 2015 to 2017, JL DESIGN came up with the concept of "Your dream is your trump card" for ZJSTV using colourful and rich visual techniques. Everyone can stand before the world on China Blue’s mainstream platform, so long as they work hard to realise their dreams. As ZJSTV is the market leader of variety shows among Chinese TV stations, JL DESIGN used fantasy visuals and highly detailed production to exhilarate the audience with the rich visual effects, while conveying the channel’s objective: Encouraging every viewer to work for their dream is the reason ZJSTV exists.