YOU ON DEMAND CORPORATE IDENTITY

TitleYOU ON DEMAND CORPORATE IDENTITY
ClientYOU ON DEMAND
Product / ServiceYOU ON DEMAND CORPORATE IDENTITY
CategoryA01. Corporate Identity Schemes
EntrantRED PEAK New York, USA
Entrant Company:RED PEAK New York, USA
Design/Advertising Agency:RED PEAK New York, USA

Brief Explanation

“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.

The Brief

Create a differentiating and memorable name and identity that would enable the brand to hit the ground running and immediately begin to build equity.

How the final design was conceived

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!

Indication of how successful the outcome was in the market

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.

Credits

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