SECTOR:
REBRAND
YEAR:
2020
ROLE:
CREATIVE DIRECTION
NOW Re-brand
challenge.
Rebrands rarely happen because everything is working.
NOW needed a clearer identity, a stronger proposition and a more consistent way of showing up.
This project helped redefine how the brand looked, sounded and behaved.
NOW needed to evolve and reflect modern viewing behaviour - simplicity, immediacy and membership value
the idea.
The look and feel
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
Applied a digital first mindset
It was important for us to be able to tap into high-energy cultural moments, I helped focus the team on fast-moving paid social opportunities for NOW. Moving from initial idea to live creative in days not weeks, collaborating across Digital Marketing, Design, Publicis and Sky Sports News to bring reactive sports content into NOW’s social channels.
The campaign broke away from standard templates to feel timely, premium and editorially sharp, combining Sky Sports News video with bespoke static assets across Meta, Snap and Demand Gen. Built around clean messaging, striking imagery and a clear commercial objective, the work ran alongside BAU activity for four days and delivered 1,000 incremental sales.
Beyond the immediate performance, the project established a repeatable model for future reactive creative: faster collaboration, smarter use of live sports narratives, and more agile creative delivery across paid social.
Worldwide adoption: The refreshed brand system scaled across UK, Ireland, US and Germany, growing global footprint.
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
