Strategy & Rebranding
for Octopus Innovation
Shanghai — 2017
Start up full of promises, Youmi is a Guangzhou-based mobile advertising company that aims to not only strengthen its position as one of China's major online advertisers but also expand worldwide and create a bridge between China and foreign investors.
Originally called YouMi based on the Cantonese expression "to have rice", meaning "to be wealthy", the original branding reflected that approach in a very literal and outdated way.
Therefore we worked alongside Youmi as a multicultural collaboration and helped them build a new vision for themselves that would not only rely on the promise of wealth and technological skills but go beyond and build the image of an offer and experience that would make them stand out of the competition by emphasizing their network.
Through V.O.P.E.L research and workshop planning, we then proposed several guidelines and examples of rebranding that would pave the way for the building of Youmi's new brand image.
Rebranding — VI