What’s behind the curtain? 
A live, curated shopping experience.

We built this TikTok-meets-HSN e-commerce brand identity system visualizing the urgency and mystery of our target audiences addictive viewership. Tucasa’s live streaming hosts review and demonstrating products, with active comments section responses. “What’s behind the curtain” is embodied in the image mark, an abstraction of a curtain peak, as well as an homage to the universal play button, and a collection of unique objects one covets. A modernization of NTSC-lines brings retro elements of broadcast television into the app experience (a nod to the target audience demographic growing up on MTV and VH1.) Brand typography aims for slick on-air savviness in copy headlines and social media posts, whereas the playful color palette aims to pop against neutral minimalism in host live stream environments and the product collection itself.