Transformative Experiences
As Hei's strategic arm, Hei Labs partners with businesses to build the frameworks for brand evolution.
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ByteDance: Scaling a ‘Day One’ Culture for a Global Titan
At 12 years old, with 150,000 employees worldwide, ByteDance faced a question of scale: How does a global titan retain the soul of a startup? We partnered with them to answer that question, embedding their ‘Day One’ ethos into a living, interactive experience. Together, we transformed corporate heritage from a static story into a source of future innovation, accessible across continents.
Our first solution made ByteDance’s origin story radically accessible. Using mobile-first augmented reality, we placed the original Jingqiu Jiayuan apartment into the hands of every employee. The platform was not a virtual tour but an interactive lesson in the company's foundational values, immediately removing all barriers of geography and time. It established a shared cultural touchstone for a new generation of talent.
To deepen the connection, we pushed further, aiming to translate observation into participation. In collaboration with ByteDance’s VR division, Pico, we engineered the ‘Jingqiu Jiayuan Metaverse’—a fully immersive VR experience. Employees could now stand beside the founders, sharing the energy and ambition of the company’s first moments. It was history made present, a powerful tool for fostering genuine empathy and a shared sense of purpose.
This project redefined our relationship with ByteDance. We proved our capacity to grasp their core DNA and build globally resonant platforms. Trust was the primary outcome. That trust became the foundation for a broader strategic partnership, expanding to include e-commerce platforms, brand development, and other critical touchpoints. Our collaboration grows, built on a shared ambition to shape a brand culture as innovative as its technology.
