숲 — Design Reference

Overview

Visual Theme & Atmosphere

SOOP is a Korean live-streaming and creator platform whose public ecosystem brings live channels, community discovery, esports, and developer-linked services under one service name. The company changed its name from AfreecaTV to SOOP in 2024, and its official ESG material describes the current direction as an AI- and data-connected global platform, including a global-service launch and overseas operating hubs. On the captured public routes, that platform breadth resolves into a compact, feed-oriented interface: charcoal and blue sit beside pale gray discovery surfaces, with small rounded topic chips, a prominent pill search field, and dense creator/content rows. The visual impression is operational rather than editorial—an environment for finding a broadcast, a category, or an esports context quickly. This reference keeps that public product expression distinct from corporate identity material, advertising specifications, and any authenticated broadcaster or viewer flow.

Key characteristics:

• #0182ff is a selector-backed public blue accent; it is visible as a local link/underline/action treatment, not a universal filled CTA.
• #f6f6f9 and #e8ebed form repeated pale discovery and chip surfaces, with #17191c and #757b8a supplying the public text hierarchy.
• The measured home search control is 45px high with a 45px radius; nearby topic chips use a 30px radius.
• The supplied bundle includes three snapshots, but the first two are the same SOOP home URL. It records no interaction transitions.

Primary tasks

• Find a live broadcast or category to watch now
• Search the home feed or narrow it with topic chips
• Stream live or VOD content and build a fan community

Brand Narrative

SOOP’s corporate name changed from AfreecaTV Co., Ltd. to SOOP Co., Ltd. in March 2024, according to the company’s statutory name-change disclosure. The current official brand guide identifies SOOP as both the company’s representative service name and a company trademark. That continuity matters: the new name is not treated here as a detached campaign asset, but as the shared public identity around a long-running live-streaming service and its creator ecosystem.

The company’s 2024 ESG overview describes a transition toward an AI- and data-connected global platform. It records the launch of SOOP’s global service and operating bases across the United States, Thailand, Hong Kong, and Vietnam as part of a global-brand direction. The product capture reflects only the public Korean SOOP home and esports routes; it does not establish parity across regions or authenticated experience.

SOOP’s public ESG material also describes a platform in which streamers produce live and VOD content, build fan communities, and receive direct support through platform mechanisms. Its user-satisfaction material says service improvement combines company-level change with feedback incorporated from planning. These statements give useful ecosystem and evolution context, but they do not create a token, component, or user-flow claim beyond the supplied surfaces.

Principles

1. Users participate in the media. SOOP’s ESG material describes a user-led media vision and a creator/viewer ecosystem. UI implication: make the content, community, and current action legible before secondary promotion.
2. Feedback is an input to improvement. The company says it combines top-down service improvement with feedback reflected from the planning stage. UI implication: distinguish an explanation, a choice, and a confirmation so feedback-sensitive changes are understandable.
3. Creator ecosystems are part of the product context. SOOP describes streamers creating live/VOD content and operating fan communities. UI implication: do not flatten creator identity, content status, and community metadata into one indistinguishable label.
4. Global expansion is operational, not merely cosmetic. The 2024 overview links global service and overseas bases to platform development. UI implication: do not use a local public-web sample as evidence for all regions, languages, or roles.

Personas

These are stakeholder categories supported by first-party SOOP materials, not synthetic personas, satisfaction scores, or behavioural research findings.

Viewer and community participant

The public product and ESG materials describe people discovering and participating around live and VOD content. The packet does not establish a viewer’s signed-in task flow, device preference, or accessibility needs.

Streamer / content creator

SOOP’s ESG material describes streamers producing content, operating fan communities, and receiving direct support through platform mechanisms. No broadcaster studio, earning, or moderation control is captured here.

Developer or integration partner

The official developer service provides platform and service APIs plus an extension-program market. This confirms a platform stakeholder group, not a design system or an extension UI pattern for the captured consumer routes.

Colors

Selector-backed public product colours

• Public Blue (#0182ff): observed on public-home anchor home::[data-omd-capture="4"] and on esports link/underline samples, and as the label colour of the esports outline button surface-3::[data-omd-capture="228"] (§4). It is a local public accent, not a general primary-button fill.
• Subtle Discovery Surface (#f6f6f9): repeated on public-home content-link/card samples such as home::[data-omd-capture="30"].
• Foreground (#17191c): repeated public-home title and metadata text, including home::p samples.
• Muted (#757b8a): repeated small chip/metadata text, including the public-home chip samples.
• Chip Surface (#e8ebed): observed behind public-home 20px topic-chip samples such as home::[data-omd-capture="57"].
• Component-local colours recorded in §4, not promoted to palette roles: #f1f2f4 (broadcast thumbnail frame), #fcfcfd (alarm button fill, live-marker label, esports outline-button fill), #ff2f00 (live marker), #525661 (header login and esports pill-button text), #d5d7dc (esports header login text), #e2e4e9 (esports pill border and status-label fill), #acb0b9 (esports status-label text), and #17191c / #ffffff fills on unmarked esports siblings.

Brand and marketing boundary

SOOP’s official brand guide treats the name, marks, BI, and CI as protected company assets, and its advertising creative guide specifies creative-copy treatments. Those documents establish brand-use and advertising context, not computed product UI tokens. The catalog primary_color and the public-blue token therefore retain only the captured #0182ff evidence; no brand-guide image colour, advertising colour, or esports-only variation is substituted into the home product system.

Typography

Evidence classes

Captured hierarchy

Do not label any declared-only face as a loaded SOOP UI family. Conversely, do not replace the loaded Pretendard token with a system fallback while presenting it as product typography.

Layout

The supplied public snapshots are 1440×900. Their evidence supports a compact horizontal search area, dense content-list discovery, pale content panels, and 20px-high pill-like topic chips. It does not establish a page grid, breakpoint system, mobile layout, authenticated viewer layout, broadcaster studio, or a card system beyond the measured card parts in §4. The duplicate home snapshot corroborates values but is not a separate route or responsive state.

Elevation & Depth

The promoted search input has box-shadow: none, and the static product samples do not establish a reusable elevation scale. Pale fill, text hierarchy, and radius—not shadow—are the only measured separation cues retained here. Esports controls with darker fills remain a separate surface and are not converted into a global SOOP depth rule.

Values kept in prose

Measured values the DESIGN.md token grammar cannot carry, kept verbatim:

• shadow.none: none

Motion & Easing

The supplied bundle records interactionKinds: 0 and interactionCount: 0. It establishes no duration, easing curve, transition, animation, carousel movement, or reduced-motion contract. Motion tokens are therefore absent; add them only from a source-specific observed interaction or official specification.

Components

Public-home search

Search Input

• Background: #f6f6f6
• Text: #525661
• Radius: 45px
• Padding: 0px 70px 0px 16px
• Height: 45px
• Font: 14px / 400 / 16.8px / Pretendard
• States: default on both home snapshots. The bundle holds no hover, pressed, or focus frame for any element, so none is recorded; no disabled or error variant was observed. Corrected 2026-09-30: the July text cited interactionCount: 0 as the reason; that count covers expansions, not pointer states.
• Use: Repeated public-home input home::[data-omd-capture="2"] and surface-2::[data-omd-capture="2"].

Broadcast card parts (home and esports)

Tag chip (home-tag-chip): background #f6f6f9, text #757b8a, 30px radius, 0px 8px padding, 20px high, 12px / 400 / 20px Pretendard; home::[data-omd-capture="65"] and 85 more on the home snapshot, 21 on esports (surface-3::[data-omd-capture="182"]).

Category chip (home-category-chip): background #e8ebed, text #757b8a, with the tag chip’s geometry and type; home::[data-omd-capture="57"] (a.category, 42 on home), 6 on esports ("181").

Profile avatar (home-profile-avatar): a 38px × 38px circle (50% radius) with a 1px rgba(117, 123, 138, 0.2) border; home::[data-omd-capture="54"] (a.thumb, 24 on home, 6 on esports). It holds no text.

Nickname and title links: the creator nickname (home-nickname-link, a.nick, home::[data-omd-capture="55"]) records #17191c at 14px / 600 / 18px; the broadcast title (home-broadcast-title-link, home::[data-omd-capture="56"]) records #17191c at 15px / 400 / 21px over two lines (42px). Both repeat on esports ("179", and a.title at "180").

Thumbnail frame (home-broadcast-thumbnail): background #f1f2f4 behind the image, 16px radius, 271px × 152px, its height set by a 152.156px bottom padding; home::[data-omd-capture="53"] (16 frames, plus 8 at 272px × 153px). Esports records the same fill and radius at 220px × 124px (a.thumb-default, "177"). The frame holds no text, and the capture records no overlay style on it, so none is described.

Home content cards

Content-link card (home-content-card): background #f6f6f9, 15px radius, 369px × 110px; home::[data-omd-capture="30"] (15 cards). Its own text equals the page body (#000000, 12px / 400 / 14.4px), so it is treated as a container and no label style is claimed.

Alarm button (home-alarm-button): background #fcfcfd, radius 0px 0px 30px 30px, 30px × 29px, shadow rgba(0, 0, 0, 0.05) 0px 1px 1px 0px; home::[data-omd-capture="33"] (button.alarm, 7 buttons). Its font size is 0px, so no label style is claimed.

Live marker (home-live-button): background #ff2f00, text #fcfcfd, 30px radius, 0px 7px padding, 36px × 20px, 11px / 500 / 21px Pretendard; home::[data-omd-capture="31"] (button.live), its four-character label set in the button itself.

Header and banner rail

Login button (home-login-button): transparent, text #525661, 6px radius, 0px 6px padding, 51px × 40px, 15px / 400 / 18px Pretendard; home::[data-omd-capture="6"] (button.btn-login). The esports header’s login button (surface-3::[data-omd-capture="7"]) records #d5d7dc with the same geometry and type.

Banner thumbnail rail (home-banner-thumb-tab): four li.swiper-slide items stacked beside the banner player, each with a 14px radius, 6px padding and 260px × 72px. Three record a transparent fill. Selected: the item with class swiper-slide-thumb-active (Swiper’s marker for the banner slide on show) records rgba(255, 255, 255, 0.1). The first item’s swiper-slide-active is Swiper’s positional class for the rail itself, and it records the transparent rest fill.

Esports controls

Header navigation link (esports-gnb-link): transparent, text #ffffff, 16px / 600 / normal Pretendard, 0px 6px padding, 68px high, with a 2px bottom border whose colour is transparent; surface-3::[data-omd-capture="11"] to "16". The link before them ("10") records #0182ff text and a 2px #0182ff bottom border, but the capture gives it no aria-selected or class, so it is not declared a selected state.

Outline pill button (esports-filter-button): background #ffffff, text #525661, border 1px #e2e4e9, 18px radius, 0px 14px padding, 35px high, 15px / 400 / normal Pretendard; surface-3::[data-omd-capture="108"] (29 buttons). The first button in its row ("107") records background #17191c, text #ffffff and no border, with no aria-selected or class, so no selected value is declared.

Status label (esports-status-badge): background #e2e4e9, text #acb0b9, 6px radius, 0px 6px padding, 22px high, 13px / 400 / 22px Pretendard; surface-3::[data-omd-capture="236"] to "239" (a.staus).

Blue-label outline button (esports-accent-button): background #fcfcfd, text #0182ff, border 1px rgba(117, 123, 138, 0.2), 18px radius, 0px 31px padding, 141px × 36px, 13px / 500 / normal Pretendard; surface-3::[data-omd-capture="228"].

The bundle holds no hover, pressed, or focus frame for any SOOP element (zero ::state-* samples across the three snapshots) and no interaction record, so no pointer or focus state is declared anywhere in this reference. The one selected value, on the banner rail, rests on Swiper’s swiper-slide-thumb-active class together with a measured fill difference. Links whose own colour is the browser-default #0000ee (sidebar channel rows, VOD cards, card information areas) keep their visible labels in unsampled children and are not promoted; the banner player and its arrows are not promoted either. Links in §4 keep their element names; the renderer’s button type is only their category.

States

No product-state specification is inferred. The table records the smallest useful boundary for future source-backed additions without creating values or copy.

Do’s and Don’ts

Do

• Preserve the loaded Pretendard family and the measured 14px/400 public-input hierarchy when recreating the documented sibling.
• Use #0182ff only as the documented local public accent, with pale #f6f6f9 / #e8ebed discovery surfaces and clear charcoal text hierarchy.
• Keep the search input’s 45px pill geometry separate from the 30px topic-chip geometry.
• Treat creator, community, esports, corporate, advertising, and developer surfaces as distinct evidence domains.

Don’t

• Don’t turn a blue text/underline sample into a universal blue filled CTA, error, success, or selected-state colour.
• Don’t substitute FOUREYES, Gmarket, Noto Sans, NotoSansThai, SSFlowerRoadRegular, or a system fallback for loaded Pretendard.
• Don’t read the renderer’s button type on a §4 link as button semantics; each link keeps its element name.
• Don’t invent hover, focus, pressed, disabled, validation, modal, toast, or motion values; the capture holds no state frame and no interaction record.

Voice & Tone

First-party SOOP materials frame the service around user-led media, feedback-informed improvement, creator participation, and global expansion. The advertising creative guide uses concise hierarchy for its example copy; the following are application guidance, not extracted product strings.

Illustrative, not extracted product copy:

• “지금 보고 싶은 방송을 찾아보세요.” (illustrative; discovery-first)
• “관심 있는 카테고리의 라이브를 확인하세요.” (illustrative; compact action)
• “변경된 안내와 다음 단계를 함께 확인하세요.” (illustrative; clear service communication)

Governance

Accessibility & Content

The evidence supports compact 12–15px public text roles and a 45px search-control height, but it does not provide keyboard traversal, focus styling, contrast-ratio results, live-region behaviour, validation messaging, or screen-reader labels. Reuse meaningful visible labels and retain the measured text hierarchy where the documented input is recreated; do not claim a SOOP accessibility standard or WCAG conformance from static computed styles alone.

Reference Scope & Evidence

Known Gaps

• Contrast, home-tag-chip. Text #757b8a on #f6f6f9 measures 3.93:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.
• Contrast, home-category-chip. Text #757b8a on #e8ebed measures 3.54:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.
• Contrast, home-live-button. Text #fcfcfd on #ff2f00 measures 3.62:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.
• Contrast, home-login-button. Text #525661 on #00000000 measures 2.86:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.
• Contrast, esports-status-badge. Text #acb0b9 on #e2e4e9 measures 1.71:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.
• Contrast, esports-accent-button. Text #0182ff on #fcfcfd measures 3.63:1, below the WCAG AA 4.5:1 minimum for normal-size text. Recorded as measured, not adjusted.