UXUI on core pages, art diection and multilingual content design management
Platform: Mobile, Tablet, Web, TV
Tool: Sketch · Adobe CC
Duration: 2015-2019
Discover Design Process Related DesignOther Tasks: - Branding & Social Media Design Support - Event Design & Promotion Design
Viu, a leading pan-regional over-the-top (OTT) video streaming service, is available in 16 markets across Asia, the Middle East, and South Africa.
Viu was a startup initiative within PCCW, bringing together a wide range of content types for its OTT streaming platform. As the service expanded, the challenge was to present this diverse library in a way that felt cohesive, engaging, and localized for multiple markets, while establishing a clear and consistent brand identity across devices and regions.
To deliver a consistent, localized, and engaging streaming experience across all platforms by developing strong visual branding, multilingual content assets, and cross-platform editorial design—supporting both user experience and global content promotion for Viu Originals and campaigns.
Branding & Customisation
Editorial Guideline
Multilingual Thumbnail Design & Typography
Global Marketing Campaign
Video Key Art & Motion
App Store & Launch Materials
Viu can boost retention by adding localized personalization like Netflix, enhance Viu Originals with cinematic titles like Apple TV+, and improve discoverability with franchise-style navigation similar to Disney+. Consistent UI across all platforms will further strengthen brand cohesion and user experience.
Developed cross-platform design assets to maintain consistency in typography, imagery, and UI treatments.
Adapted thumbnails and feature assets to regional preferences, languages, and cultural tone.
Built scalable editorial templates and guidelines to streamline content production and increase visual impact.
Designed modular marketing assets to support seasonal offers, local events, and global launches.
Focused on the hotest and promoing content displaying on UXUI in the core pages. Including Home, Playing, VOD, Categories, Download.
Users like to watch the auto video player on the home page and see some recommendations depending on their selections from our research results.
Designed region-specific menu styles and a scalable structure to support content growth.
Analyzed content volume and user behavior to optimize layout and placement.
Iterated layouts to improve discoverability and regional performance.
Adjusted font sizes and spacing for languages like Malay and Thai to ensure readability across devices.
Established logo usage rules based on licensing and rights.
Designed spaces for copyright attribution on UI, thumbnails, and overlays.
Standardized logo sizing/placement across mobile, web, and Smart TV for brand consistency.
Created visual guidelines approved by content providers to streamline partner workflows.
Kept visuals minimal to focus on key concepts.
Used center-aligned text and interactions for all screen orientations.
Introduced value and experience to welcome users effectively.
Highlighted real-life use to encourage deeper engagement.
Designed visual assets like thumbnails, banners, and hero images aligned with content themes.
Collaborated with content teams through weekly reports to plan and deliver required assets.
Developed typography designs for content titles across 5+ languages.
Managed Viu brand images in Nowe market. Developed a feature that allows targeted users to watch Korean content and make sure that thumbnails look good on both large screens and mobile devices.
UX/UI + Branding
