Logo design, branding and identity for HEYU (Heaven Enforced Youth), a virtual YouTuber (VTuber) collective and talent agency focused on both livestreaming and the creation of original music.
HEYU is for all the Never Give Uppers out there: struggling, striving, embracing this relentless pursuit of dreams, determined to defy divine judgment no matter what it takes.
The HEYU TEAM aims to transform the way aspirants in the creative fields of art, music, and livestreaming are nurtured. With a dedicated team for talent development, design, and sound, HEYU empowers virtual talents to pursue their dreams by offering comprehensive production and marketing support in all aspects. In a world full of NOT YETs, HEYU can do it! -heyuteam.com
As Senior Art Director for this project, I was tasked to work with a team to determine an overarching visual identity for HEYU. Besides the logo, I worked with my team to define HEYU's color palette, typography, social media collaterals and character design direction for HEYU's first generation of virtual talents, RE:NEGADE. I also designed HEYU's mascot and CEO, Mugen, a mysterious red bunny said to have come from heaven.
I was encouraged to go for a branding direction with a playful edge that complemented the bold character art direction we went with for RE:NEGADE. In line with HEYU's DIY spirit, the lettering in HEYU's logo is completely bespoke and illustrated from scratch. Mugen came to be as a happy accident while I was exploring more stylish, illustrative directions for the logo (seen in image #3). (Basically, we had to give the random bunny I doodled one afternoon in the office a story. The rest is history!)
Check out RE:NEGADE here.
