FEATURED CASE STUDY

Kiasu Group approached us with a significant challenge - the development of four new websites alongside the implementation of a refreshed company branding system. The main hurdle was to align the separate entities within Kiasu Group under one cohesive branding scheme. Our task was to create a visually appealing yet practical system that would effectively communicate the company's services and resonate with their internal teams. Each website needed to showcase the distinctiveness of the individual companies within Kiasu Group while maintaining a consistent overall branding.

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Vanished Vines: The Brand and The Buzz Behind an Internet Phenomenon

Once a bustling hub of creativity, humour, and innovation, Vine redefined the boundaries of digital expression with its six-second video format. Its shutdown in 2016 left a void in the Internet’s collective heart, leading many to wonder: what became of Vine’s once colossal digital empire? This exploration delves into the brand, intellectual property, marketing endeavours, web presence, and social profiles to uncover the afterlife of a platform that once captivated millions.

 

Crafting the Vine Brand Identity

 

Vine’s brand identity was quintessentially playful and dynamic. It embodied spontaneity and creativity, thanks in large part to the limitless possibilities contained within a six-second loop. Its simple, yet iconic green and white colour scheme stood out in the digital space, symbolising growth and freshness, which resonated well with its predominantly young, creative user base.

 

The logo, a stylised depiction of a winding vine, highlighted the endless loop of content, which was both a literal and figurative representation of the platform’s function and its cyclical nature of trends and creativity. This visual simplicity helped Vine to cement its place not just as a platform but as a cultural icon.

 

 

Memorable Marketing Campaigns

 

Vine knew the power of its platform and leveraged it fully to engage users and keep them creating and sharing content. One of Vine’s most notable marketing achievements was how it utilised influencer partnerships. Before “influencer” became a mainstream term, Vine was already tapping into the potential of its most popular creators. By promoting these creators, Vine not only celebrated their content but also encouraged a ripple effect of creation among the community, fostering a self-sustaining cycle of engagement.

 

Special campaigns and challenges like the #VineChallenge also took centre stage, engaging users to participate in specific themes or activities. These challenges were often shared across multiple social platforms, broadening their reach and creating a buzz that transcended Vine itself.

 

Vine’s Enduring Legacy

 

Launched in 2013 and subsequently acquired by Twitter (now X), Vine quickly became a cultural phenomenon, fostering a new generation of online stars. Its abrupt discontinuation sent shockwaves through the digital world, leaving behind a legacy that would inspire the future of short-form content. Yet, despite its significant impact, the remnants of Vine’s digital presence have largely faded into oblivion.

 

The Domain: A Silent Sentinel

 

The domain Vine.co, still under the ownership of X, stands as a solitary outpost in the digital vastness. Presently, visitors are greeted with nothing but a blank space adorned with Vine’s logo and a parting emoji—a whimsical yet poignant epitaph for the once-thriving platform. Attempts to glean more from the site lead to an error page on X.com, signifying a dead end in the quest for closure.

 

 

Valued at over £10,000, the domain is a stark reminder of Vine’s undiminished potential. Its peak in 2016 saw the site’s search engine optimisation ranking for over 275,000 Google keywords, translating to a traffic value in the hundreds of thousands. Today, this value has plummeted to a mere £500, supporting a scant 417 keywords—a testament to the ephemeral nature of digital authority.

 

The Search Lives On

 

Ironically, the term ‘Vine’ continues to command hundreds of thousands of global searches monthly, a ghostly echo of its former vibrancy. This enduring interest clashes dramatically with the dead links and forgotten pages that once connected users to Vine’s innovative content.

 

Curiously, some of the world’s most prominent brands and governmental entities still host links to Vine, leading nowhere. From the Vans Careers page to the Braun Cookie Policy and even the US government’s digital terms of service, these digital artefacts are vestiges of a bygone era, untethered and adrift in the vastness of the web.

 

Silent Social Media

 

Vine’s official Twitter account remains a digital monument to its past glory, boasting 11.5 million followers yet devoid of activity. This silent sentinel speaks volumes, embodying the platform’s sudden demise and the enduring resonance of its brand.

 

When Vine shuttered, it left a gap that competitors were slow to fill, largely due to the nascent state of short-form video competition at the time. It wasn’t until the rise of Instagram Reels and TikTok that Vine’s innovative spirit found its successors—platforms that owe much of their foundational ethos to the trail Vine blazed.

 

The Aftermath and Beyond

 

The narrative of Vine’s digital afterlife is one of contrasts—between its lasting impact on the evolution of social media and the rapid dissipation of its online footprint. Vine cultivated a unique medium for creativity and connection, its influence indelibly imprinted on the successors that now dominate the digital landscape.

 

Its disappearance raises poignant questions about the longevity of digital platforms and the ephemeral nature of web-based fame. Vine’s story is a cautionary tale of innovation, discontinuation, and the relentless march of technological progress.

 

Still, in the hearts of those who experienced its brief but bright existence, Vine’s legacy endures. More than just an online platform, Vine symbolised a moment in time where the possibilities of digital expression seemed limitless, and a six-second video could capture the world’s imagination.

 

As we navigate the ever-evolving terrain of social media, Vine serves as a reminder of our capacity for creativity, the fleeting nature of digital dominance, and the enduring human desire to connect, entertain, and inspire. Though its servers may lie dormant and its user-base dispersed, the essence of Vine—its spirit of innovation and community—lives on, a cherished chapter in the annals of Internet history.

 

The tale of Vine is one rich with lessons on innovation, engagement, and the fleeting nature of digital success. As we continue to advance in the digital age, remembering the impact of Vine’s brand and its pioneering spirit keeps us mindful of both the possibilities and the impermanence inherent in the digital world.