SECTOR:
REBRAND
YEAR:
2020
ROLE:
CREATIVE DIRECTOR
NOW Re-brand
challenge.
From name to identity to positioning, NOW TV was created in 2012 to be the ultimate challenger.
NOW needed to evolve and reflect modern viewing behaviour - simplicity, immediacy and membership value
challenge.
We repositioned the brand, treating audiences as members, not transactions. Workshops and experience-mapping with users revealed pain points and moments of joy, which became the foundation of the evolved brand platform. A flexible visual identity, centred on the illuminated 'O' as a portal to content, allowed the system to express energy, mood and genre across touchpoints
NOW was repositioned as an entertainment destination that feels intuitive and culturally relevant.
The refreshed brand system scaled across UK, Ireland, US and Germany, growing global footprint.
Identity flexibility (adaptive 'O') created a dynamic, content-responsive visual language that strengthened engagement and brand recall
testimonial.
NOW has always been the home of quality entertainment and our new brand evolution ensures that, even in a hectic world, no one misses out on the entertainment they love
Marina Storti
MD NOW
