Weiyi Yan, first an Illustrator,
then a Brand Designer,
Shenzhen-based.
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©2026 Weiyi Yan

魔力歌先生 Magic Melody

Branding (Variety Show)
c. Tencent, Shenzhen, China.

2025


视觉语言
Visual Language
《魔力歌先生》 是腾讯视频推出的一档S+级自制音乐综艺节目,于2026年3月首播。

节目调性聚焦下沉式歌曲展示,弱化传统舞台竞技感,致力于打造一档真正的全民向音乐综艺。节目摒弃刻意演绎,主打具有民众共鸣感的“魔力”音乐,聚焦普罗大众的真实面孔,以音乐为载体,讲述普通人淳朴而热烈的生活故事与情感表达,传递轻松欢乐的核心氛围。

Magic Melody is a music variety show produced exclusively by Tencent Video, scheduled to premiere in March 2026.

The tone of the show focuses on the display of Chinese sinking songs, weakens the sense of  old-school stage competition, and strives to create a truly national music variety performance by conveying the simple and warm atmosphere of the lifestyle of ordinary individuals through powerful and magical rhythms.





IP塑造:魔力歌三兄弟
IP: Three Magic Brothers
节目以“魔力歌三兄弟”为核心视觉形象,紧扣“魔性、扭动、欢乐”三大核心基调,打造高记忆点的品牌标识。

核心视觉亮点为三兄弟采用统一造型设计——爱心发型、音符造型眼镜,全程保持双手插兜、自带“迷之自信”的姿态与神情,无上肢设计搭配可夸张灵动的动作幅度,同时融入漂浮麦克风元素,强化节目音乐核心属性。

视觉呈现上,以曲线条勾勒单人造型,或展现三兄弟整齐划一的同步动作,通过魔性化的表现手法,凸显节目独特的品牌辨识度。


The key visual is built around the core IP “The Magical Three Brothers”, focusing on the execution of a highly recognizable character system based on the show’s main tone of playfulness, rhythmic motion, and joyful crazy energy.

The  three characters share a unified, flowing -linework visual structure, featuring heart-shaped hairstyles and musical-note-inspired glasses. Each is designed with a hands-in-pockets posture and a confident, slightly absurd expression. By intentionally omitting upper-limb details, the design allows for exaggerated and flexible body movements, enhancing visual rhythm and performance-driven display.  Floating microphones stand as key elements to clearly reinforce the music-focused nature of the program.






色板
Color Palette
魔力歌先生品牌色系保留了下沉式悦动音乐的热忱 —— 简约却不失缤纷活力,将五大主色系拓展衍生出六大副色系。这些如彩虹般绚烂的色彩,既为视觉增添了灵动丰富的质感与魔力韵律感,又传递出品牌的高人气与魔性的感染力。

Magic Melody color palette retains the delightful passion for music—ordinary yet vibrant—and expands the five primary palettes into six additional sub-palettes. These rainbow-hued colors inject vitality, sophistication and rhythmic appeal, while conveying both widespread popularity and contagious vitality.




视觉呈现
Graphic Imagery
主视觉采用扁平化、纯色块的创作风格,以此凸显音乐旋律的流动感与随机性,使整体画面呈现出 “魔幻” 与 “焕彩” 兼具的绚丽视觉效果。与畅轻联名后的主视觉则着重强调与冠名商品牌色的融合;同时搭配舞台场景所呈现的多维度、多次元门洞视觉效果,搭建契合节目整体基调的视觉体系。既强化了魔力歌先生 IP 在主视觉中自信张扬、魔性吸睛的性格形象,又通过融入音乐符号与爱心元素,进一步夯实品牌的核心调性。

The key visual adopts a flat design and solid color palette style, which emphasizes the fluid and random melodic sense of its music, endowing the entire visual with a gorgeous effect that blends "magic" and "radiance".

After the co-branding collaboration with Changqing, the updated key visual focuses on the integration with the title sponsor’s brand colors. Combined with the multi-dimensional and multi-verse portal visual effect presented on stage, it builds a visual system that aligns with the overall tone of the program. This not only strengthens the confident and charismatic personality image of the IP in the key visual, but also consolidates the overall brand tonality by incorporating musical symbols and heart motifs.


招商主视觉
Sponsorship KV



冠名主KV
Title Sponsor KV


内包设计
In-design Outcome



选手官宣海报
Candidate Poster





嘉宾海报
Guest Posters



舞台呈现
Stage Outcome




Credits.
Tencent Media and Service Platform User Experience Design (@MXD)

Creative Director
Jiadong Liu

Assistant Team Lead
Le Zhang

Designer
Weiyi Yan
Youhan Cui

Illustrator (AI/PS)
Weiyi Yan

2D Animator (AE)
Youhan Cui