Video-on-demand was a new service to the country, so the name and positioning had to be clear and fairly literal. The name also had to seamlessly translate into English and Mandarin. After naming workshops in both New York and Beijing we selected “You On Demand.”
Logo & Identity
The target was younger consumers, so we wanted to give the straightforward name a real personality and sense of fun. The logo and identity we developed literally puts a human face on this new technology.