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Le masque LED Absolue Longevity MD de Lancôme, rendu 3D réalisé par Picture Element

Visual identity

Art direction

Branding

Production Studio

WALIBI

TheiCollection: a tech channel’s identity, from logo to one million

Visual identity

Art direction

Branding

Production Studio

TheiCollection

KEY FIGURES

animations and overlays in the 2025 motion kit

14

studio shoots between 2020 and 2022

3

email signatures, for partners and subscribers

2

SECTORS

Media

Tech

PERIOD

2020 – 2026

ACTORS

Picture Element

Share Bien

Picture Element

Share Bien

OVERVIEW

Summary

A switch-shaped logo. A channel designed like an interface.

Since 2020, Picture Element has developed the visual identity and motion design for TheiCollection, Jean-Baptiste Nicolet’s tech channel. From the logo to the short-form animation kit, we have evolved the same visual world across videos, communication materials and merchandise for The Million Night, his one-million-subscriber celebration.

The context

A tech creator lives on his followers’ screens: a profile picture a few millimetres wide, a thumbnail, an intro of a few seconds. At the end of 2020, JB entrusted us with his channel’s identity, with a simple request: it had to work in those formats and speak the language of the products he reviews.

The challenge

Building an identity that works everywhere, from social media to email signatures, from videos to objects, and that keeps up with changing interfaces without losing what makes it recognisable.

The idea

Design the channel like an interface. The December 2020 moodboard started with the idea of a screen lighting up: a purple, pink and blue gradient, a simple symbol and tech-inspired typography. The “The Collection” logotype is built around a switch.

In 2025, the logotype stayed while its visual treatment evolved with iOS 26’s Liquid Glass. The iOS-inspired transitions introduced in 2024 developed into a refreshed motion kit designed for reuse across edits.

The execution

Art direction that evolves with the channel:

Identity (2020-2021): moodboard, logo, guidelines, animated profile picture, YouTube, Facebook and Twitter banners, two email signatures (partners and subscribers), animated intro.
Photography: three studio shoots (December 2020, September 2021, March 2022), then cut-out photos for YouTube thumbnails in 2024.
Media kit (2024): materials introducing the channel to potential brand partners.
Motion kit (2025): an “unlock” intro, “swipe” transitions, product titles, price pop-ups and overlays, delivered as After Effects templates for the short-form videos.
The Million Night (2026): with Share Bien, the invitation, tote bag, mug and wheel of fortune for the one-million-subscriber party in Paris.

The outcome

The identity launched in 2021 served the channel for four years. Since September 2025, the refreshed kit has featured in its short-form videos; early positive feedback on the intro was recorded in the first week.

The visual world also extended beyond the screen. For The Million Night in March 2026, the invitation paired Liquid Glass with a gold “1M”.