Hollywood blockbusters, accessible pricing, and a brand built from scratch — VIU was Grupo TVCable’s answer to the streaming boom, designed to compete in a market dominated by Netflix and Prime with a product made specifically for their client base.
Project Overview
VIU was designed and branded from scratch for Grupo TVCable — a streaming app giving clients access to Hollywood blockbuster films across multiple categories including Drama, Action, and Children’s content, at a low monthly cost. The app launched on Android, iOS, and web, with a complete brand identity system created as part of this project.
As a submenu of VIU, VIU Sports was also created — a dedicated landing page giving TVCable clients exclusive access to live football matches and other sports events through a username and password login.
Role
UX/UI Designer · Brand Designer · In-house · Xtrim / Grupo TVCable (2019)
Brand Identity
The VIU brand was created entirely from scratch — including multiple versions for different use cases across digital and physical contexts.
- Full brand identity designed for VIU
- Logo variations: full color, white, black, and gradient versions
- App icon designed for both iOS and Android platform guidelines
- Web background designed with adaptations for multiple mobile device screen sizes
- Promotional banner designed for web
Screenshots
Web Banner
Promotional Video
VIU Sports
VIU Sports was created as a submenu of the VIU platform — a dedicated landing page giving TVCable clients exclusive access to live football matches and other sports events. Access was gated behind a username and password, keeping the experience exclusive to active subscribers.
Launch Event — Ecuador vs Bolivia
The platform’s first major event was the Ecuador vs Bolivia friendly match on September 10 — promoted across TVCable’s digital channels and available for purchase directly from the remote control on channels 750 HD and 250 SD, or online through VIU Sports.
- The event generated $10K in revenue — validating the business model and the platform’s conversion potential from day one
VIU Sports Web
VIU Sports Mobile Web
Design Process
The VIU brand and interface went through multiple iteration rounds in collaboration with the IT department — refining the visual identity, screen layouts, and platform adaptations based on feedback from both the development team and internal stakeholders.
Tools
- Adobe Illustrator — brand identity, logo, iconography, and UI assets
- Adobe Photoshop — image editing, promotional materials, and visual composition
Availability
VIU and VIU Sports were published and made available to Grupo TVCable clients across Android, iOS, and web platforms.
Value Delivered
A complete streaming brand and product — from logo to app icon to landing page — built for one of Ecuador’s largest telecommunications companies. VIU gave Grupo TVCable a competitive streaming offering tailored to their client base, while VIU Sports demonstrated immediate commercial impact with $10K in revenue generated from its first live sports event.
