NEONBrand Identity / User Experience / Activation / Animation
We’re usually asked to design brands for products that have already been developed. But when we’re brought in early, something amazing can happen – the product and brand can grow together. The result is a stronger product, a stronger brand, and a seamless experience for customers.
SKY has led New Zealand’s TV industry for over two decades. But the rapid rise of digital has unearthed a new threat to television companies worldwide: video-streaming and illegal downloading services.
For SKY, the solution was simple – they’d create a video-streaming service of their own. What wasn’t as simple was figuring out how it would look, sound, and most importantly, work. So when they came to us we knew they needed more than a name and a logo. They needed a brand that would shape their service’s development, bring it to life, and convince Kiwis that they – a traditional TV network – could compete in an innovative, digital environment.
The service’s UI (or user interface) would account for 90% of the user experience. So that’s exactly where we started. By focusing on how customers would interact with service, we could create a brand to enhance it. And what did SKY customers want? To get from searching for content to watching it, as quickly and easily as possible. That’s how NEON, a bright, bold, brand of the future was born.
Once you switch its interactive logo ‘on’, it breaks your search into three simple steps. 1, Explore. 2, Inform. And 3, Escape. Incredibly intuitive, it guides you through vast amounts of content so that you find exactly what you want to watch. And once you’ve found it, it gets out of the way. So you can forget about your world, and drift effortlessly into another.