Park is focused on presenting trends and issues in a raw format, breaking the rules by not shying away from pressing issues with graphic content, having a sense of purpose for revealing the truth, even when things turn ugly.
"Bring real issues to light" became a tagline and theme that was used when creating the brand identity, experimenting with elements including type, glyphs and textures to create a logo that showed they were an urban content generator with an attitude for defying rules.
The UI design drew on youth wanted to watch trending topics. A function was added for raising content at the end of each video, which gave each video a rank. This would determine the popularity and quality of the content, which would then be used to determine promoted content on the landing and suggestions pages.