YIT is the most popular lifestyle channel in China that uploads daily original shorts videos.

Focusing on human stories, it's wide coverage of content caters to those who are seeking higher fulfilment from the mundane everyday. The concept for its branding is to exemplify individualistic behaviour  contrasting against societal uniformity.

As individual wakes up to self actualisation, he longs for simplicity and is tired of the pace of the society. he is clear on his own path to take.

The challenge was to represent the relationship between individual and society using abstract and conceptual elements that evoke feelings that is cohesive with the values of the channel.

Setting the stage in an open and calming environment contrast against the uniformity of the sphere, which represent society conformity.

A grid pattern with a red sphere represents YIT, an individual moving along and against in the wave of the society.

Red symbolises power statement as well as it is the original colour used by the channel. It is also a clear texture which represent the clarity before and individual enters the society and after he awoke to his own meaning in life.