If you’re a fan of live-streamed content, LIVIT shouldn’t be alien to you. After amassing quite the user base since its launch in 2015, the app is undergoing a change in identity. However, it has also, unwittingly created a fractured identity.

Having launched initially in Taiwan in 2015, the app launched as 17Live, pronounced “one seven live”. When said in Mandarin – 一七LIVE （yi qi LIVE) – becomes a homonym of 一起LIVE which means Live Together or Together Live. However, as the app grew and began to gain popularity in countries like the Philippines, Malaysia, Singapore among others across seven continents, the app’s identity began to splinter. English markets were familiar with LIVIT while the Indonesian market was familiar with WAVE. Other markets, however, knew the same app as 17LIVE.

In honour of its humble origins, the app is now being streamlined as 17LIVE. The rebranding not only gives the app a unified identity but also aligns both the company and app identities. One Seven Live will continue to offer the same experience in their apps which will now be rebranded with a new icon, logo and name. However, the experience in the app will remain familiar.