What We Built

We built the brand infrastructure from the ground up across three areas.

Visual Identity System.

Led by juice, the visual language is derived from the 64 hexagrams of the I Ching — specifically, the broken and unbroken lines of yin and yang, deconstructed into a modular graphic system that can connect, expand, and recombine without ever being fixed.

We also designed a set of exclusive VI and a series of peripheral materials for this fictitious organization “The Geomanist Club of The Universe (GCU). ”. The fonts, typography, and materials are all carefully calculated and produced in proportion to the 64 hexagrams of "I Ching" which is considered as the origin of the Chinese sorcery.

Brand Strategy and USP Definition.

We defined the IP's core position: a multi-layered Chinese youth narrative that unravels through shifting perspectives — a world of supernatural conflict, clan power, and human struggle that belongs specifically to the Chinese young adult experience. In terms of visual density, narrative complexity, and originality of worldbuilding, 2vs.ALL has virtually no direct competitors in the Chinese content market.

Audience Research and Content Framework.

We built the audience picture from real platform data and identified four distinct user types: the OC creator (needs deep worldbuilding content as raw material for fan creation — the highest organic distribution potential); the fandom consumer (has established spending habits around male characters, activated by high-quality character art and merchandise previews); the story follower (strong intent to keep reading, but loses the thread without a clear entry point); and the casual browser (the breakout window — reached by content that works with zero prior context). Each type requires a different content logic, a different comment dynamic, and a different conversion strategy.