YG Platform Design
B2C · Visual Identity · Community · Commerce
YG Buffz is a global commerce platform by YG Entertainment, connecting fans with official artist merchandise and exclusive content.
Our team developed a fandom-centric brand strategy and built a platform experience that connects commerce, content, and community within a single ecosystem.
Brand Strategy
Research & Discovery
To gain a deeper understanding of fandom culture, we research community platforms and fan-generated expressions within various fandom environments.
Fans develop their own language, creating a strong sense of belonging within communities. Beyond consuming artist content, they actively participate in cultural creation and express their individual identities through customized items.
These observations revealed two defining characteristics of fandom culture:
Strong Community Connection
Active Cultural Participation
Brand Strategy
Brand Direction
Building a Fandom-Centric Brand Experience
Reflecting the characteristics of fandom culture identified through research, we focused on creating a new identity separate from YG’s premium image with an approachable personality that resonates with fandom communities.
To express this direction visually, the identity focused on active fan behaviors — discovering artists and continuously building fandom experiences through participation.
BRAND EXPRESSION
BX Expression
Combining the Motif with Visual Imagery
The motif is combined and layered with diverse visual elements to represent the creative reinterpretation found within fandom activities.
The visual system was designed to create a clear and approachable impression while maintaining flexibility to integrate with diverse artist imagery across various touchpoints.
Visualizing Fan Discovery Through Diagonal Lines
The three diagonal forms used in the logo represent the core brand motif, symbolizing the various ways fans discover and reinterpret artists.
Typography & Color System
The bold typeface improves visibility in content-heavy environments while expressing the platform’s energetic personality.
The color system differentiates commerce and community experiences through orange and purple, creating clear visual distinction while maintaining an approachable brand expression.
Optimized for Digital Expression
The bold visual identity is designed for digital environments, allowing for flexible application and maintaining a strong presence across various touchpoints.
Digital STRATEGY
Digital Experience Direction
K-pop fandom extends beyond content consumption, with fans actively engaging with artists, collecting merchandise, and building communities around shared interests.
However, existing fandom commerce experiences have often focused primarily on transactions, limiting opportunities for deeper interactions between artists, fans, and communities.
To create a more engaging fandom experience, we focused on building an integrated platform where official merchandise, independent sellers, and community experiences are connected, enabling fans to participate beyond traditional consumption.
EXPERIENCE DESIGN
Commerce Home
Integrating Commerce and Community
An online shopping platform was designed to bring together official artist merchandise, independent seller products, and community content in one place. Artist updates and community posts are integrated into the home page, allowing fans to engage in fandom activities as well as shop.
EXPERIENCE DESIGN
Commerce Experience
Supporting Diverse Fandom Needs
The commerce experience was designed with detailed strategies to better support the way fans discover, purchase, and participate within fandom.
Artist and album-based categories enable personalized product discovery based on fans' interests.
Users can navigate directly to artist and seller homes from product detail pages. Seller homes help independent sellers build their own audience as micro-influencers, while their integration with the community allows them to promote products.
Fan-driven funding projects enable fans to initiate and participate in funding campaigns.
EXPERIENCE DESIGN
Community Experience
Integrating Fandom Activities and Commerce
Fans to naturally encounter artist updates and independent seller content as they participate in community activities.
Personalized feeds based on followed artists and sellers.
Image-focused browsing optimized for fandom content consumption.
Seamless access to artist updates and independent seller content.
Follow recommendations that help fans discover artists and sellers aligned with their interests.
OUTcome