Title | YOU ON DEMAND CORPORATE IDENTITY |
Brand | YOU ON DEMAND |
Product / Service | YOU ON DEMAND CORPORATE IDENTITY |
Category | A01. Corporate Identity Schemes |
Entrant | RED PEAK New York, USA |
Entrant Company: | RED PEAK New York, USA |
Design/Advertising Agency: | RED PEAK New York, USA |
Name | Company | Position |
---|---|---|
Stewart Devlin | Red Peak | Chief Creative Officer |
Jodie Wightman | Red Peak | Design Director |
Tom Mordasky | Red Peak | Production Manager |
Steve Lipman | Red Peak | Production Director |
Liz Solomon | Red Peak | Account Director |
“On Demand” is a totally new concept and product in China. While the brand should express a premium service it must simultaneously educate consumers on the new platform and encourage they move away from existing black-market options for media acquisition. This meant our work had to be culturally aware, simplistic, and attractive.
Create a differentiating and memorable name and identity that would enable the brand to hit the ground running and immediately begin to build equity.
Strong brands start from within. To align the brand internally we brought the identity to life in stationery, business cards, and office branding to get employees excited and passionate about the new brand. Using the letters YOU to form a happy, winking face, the logo gave the brand instant personality and was reflective of the product idea; a service tailored by You!
YOU On Demand launched in 3 million homes last winter. It plans to be in 11 million homes by the end of the year, which would make its customer base the size of Time Warner Cable. As the first national video on demand and pay per view platform in China, that’s a pretty good start.