Tencent Penguin Pictures

Theatrical Identity & Global Branding System

200M+

100%

Multi - Terminal

Monthly Active Users reached through the visual system within the world’s

Theatrical Compliance with IMAX and RealD 3D

Seamless Scalability across Mobile, PC, and Cinema platforms

Overview

Tencent Penguin Pictures is the powerhouse original production arm of Tencent Video—the world’s 4th largest streaming platform with over 120 million paid subscribers.

More than just a film studio, Penguin Pictures is the primary engine behind China’s most influential long-form series and blockbuster dramas. As the brand evolved from a digital content provider into a global media prestige, they required a Theatrical Identity System that could unify their massive library. Our mission was to design a visual signature that commanded respect, whether appearing on a smartphone screen for a hit series or on a massive IMAX/RealD 3D screen for a theatrical release.

The Project DNA

  • Client: Tencent Penguin Pictures (Subsidiary of Tencent Holdings, HKG: 0700)

  • Sector: Media, Entertainment & Global Streaming

  • Scope: Brand Architecture / Motion Identity / Stereoscopic 3D Design

  • Impact: Reaching a monthly active audience of 200M+ users.

01 / The Challenge

From Streaming Aggregator to Content Powerhouse.

While Tencent Video dominated the “living room” through its vast library of drama series and variety shows, its production arm, Penguin Pictures, needed a visual anchor for its ambitious move into high-end cinema.

The challenge was to create a Dual-Track Identity:

  1. The Digital Pulse: It had to be agile and recognizable enough to lead premium “Original Series” branding on mobile and web interfaces.

  2. The Cinematic Anchor: It needed the gravity, texture, and “Industrial Grade” fidelity to sit alongside the world’s leading film studios during theatrical openings.

02 / The Strategy

The “Master Brand” Approach.

We treated the “Penguin” not as a mascot, but as a Cinematic Icon.

  • The Narrative Arc: We conceptualized the motion sequence as a “formation of light”—symbolizing Tencent’s digital connectivity—solidifying into a physical, monolithic form. This metaphor bridged the gap between their tech-conglomerate roots and their future as a storytelling giant.

  • Scaleable Presence: We engineered a hierarchy of IDs. From the high-fidelity theatrical version to the concise “Series” bumper, ensuring a consistent brand experience across all content tiers.

03 / The Craft

04 / The Result

Establishing the Industry Benchmark.

This motion identity now serves as the “Gold Standard” for Asian content. It opens thousands of hours of high-budget dramas and theatrical films annually, establishing Tencent Penguin Pictures as the definitive leader in the digital and cinematic entertainment landscape.