YYS

YYS is one of China’s largest gaming content platforms, trusted by millions for news, reviews, and community coverage. As long-time fans of the platform, we approached the redesign with an intrinsic understanding of its legacy—but the challenge was to translate that cultural essence for a global audience. We handled the brand identity refresh, web platform redesign, and exhibition design for global game expos. Inspired by the cyberpunk aesthetic of Cyberpunk 2077, we adopted a dark, neon-driven visual language to resonate with an international Gen-Z user base. Extensive use of interactive effects, transitions, and gamified UI components helped deliver a high-energy, immersive interface. The final result honored the brand’s roots while opening up new channels for cross-border engagement and visual storytelling.