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The Kick wordmark and chevron shown acid green on black beside black on acid greenThe mark, on both of its grounds

The challenge

Kick was growing on creator economics alone — the best revenue split in streaming — while looking like a fork of everything else. In a category where discovery happens in a 200×112 thumbnail, the brand had no signature at 200 pixels.

The solution

We designed for the thumbnail first and the billboard second. The angled K reads as a single shape at any size, and acid green was chosen because it survives compression on a dark UI. The live indicator is the mark itself, animating on a heartbeat — so being live is not a badge on the brand, it is the brand.

Monitor standing on a dark desk showing a black Kick live stream page with chat and a magenta LIVE chip, flanked by a mechanical keyboard and a game controller resting on the desk.The stream in progress, built as a wall of one live feed.
Digital advertising totem in a tiled subway station, its black screen holding one tiny green thumbnail.A transit billboard showing one thumbnail at actual size.
Render of an acid green lanyard printed with black chevrons, holding a matte black KICK creator badge.Creator credential: woven green webbing, matte black card.
Flat grid of twenty green line icons on black, the last broadcast icon drawn in magenta.Twenty icons drawn on the same thirty-degree geometry.
Matte black wedge sculpture with an acid green cut face standing on terrazzo in a bright glass-walled atrium, an empty grey chair beside it for scale.A three-metre wedge, sliced at the system's thirty degrees.
Poster of six ghost-mannequin garments hung on rails against black, edge-lit green and magenta, KICK locked across the top.Campaign photography: six garments, green rim, magenta kicker.
Large LED billboard on a metal façade showing a grid of black thumbnails with one green live tile.A billboard-sized streaming wall with exactly one tile live.
Framed poster on a pale wall: a green KICK wordmark stretched full height on black, two pills below.A typographic sheet: the wordmark stretched to full bleed.
Hanging wayfinding panel on grey where every green surface, from panel face to knocked-out type, holds the identical flat acid green #53FC18.Wayfinding in a single true acid green #53FC18 with black pill labels.

Project Information

Streaming brands are not experienced at billboard scale. They are experienced at 200×112 pixels, compressed, in a grid of forty competing thumbnails, for about a fifth of a second. That is the real design brief.

We built the mark backwards from that constraint. The K is cut at 30° so it resolves as one silhouette even when it is sixteen pixels tall and sitting on top of video.

Acid green was selected by testing candidates through the actual compression pipeline. Most saturated greens band badly against dark video; this one holds. The colour is a technical decision that happens to be loud.

The live state is not a badge added to the logo — it is the logo. The mark carries a heartbeat animation whenever a stream is running, which means the brand is only ever fully itself while something is happening.

Magenta handles reactions and alerts, deliberately clashing with the green so that interface events feel like interruptions rather than decoration. In a product built on chat, interruption is the experience.

CAIO BARRETO

Creative Direction:
Caio Barreto

Design:
Júlia Bertoldi, Nara Vasconcelos, Kwame Osei, Marina Yuki

Motion Design:
Rafael Duarte, Ingrid Sollberg

Interactive Design:
Caio Bastos, Elif Demir

Strategy & Copywriting:
Priya Raghunathan, No Alves

Project Management:
Helena Braga

Account Direction:
Diego Fontenelle

Operations:
Sofia Krammer

Product Design:
Elif Demir, Caio Bastos

Motion Systems:
Rafael Duarte

Fonts:
Right Grotesk Compact, Diatype Mono — PangramPangram / Dinamo

Year:
2026

Brand Identity · Concept

Self-initiated concept work. Kick is not a client of CAIO BARRETO. Imagery generated, not photographed.