Description:

TVNZ initiated a project to strengthen TVNZ OnDemand’s position as Aotearoa’s content streaming leader. TVNZ Blacksand was challenged to visualise the new brand with a new name, TVNZ+, creating an identity with a digital and content first approach that a new generation of Kiwi’s would embrace.

Striking a balance between leveraging OnDemand’s brand equity and a bold brand shift for plus was critical. Streamlining the logo was a key part of this, carrying the TVNZ word type to the new logo, but turning TVNZ’s blue rings into an iconic symbol representing plus.
The plus is integrated with the TVNZ lettering by referencing the angle of the letters, and this angle is visually shown in the identity.
A fresh injection of colour was the next step. Inspired by the depth of rich content, a bright fuchsia was paired with TVNZ’s dark blue and cyan tones, giving the brand a more diverse palette.

The identity needed to be a cross-platform solution, each execution keeping the focus on the content.
The product was refreshed with new brand elements and subtle applications of the new colour. Portrait style tiles were developed to showcase the new range of movies.
Beginning the motion identity was the splash screen as apps load, bringing Kiwi’s into the world of TVNZ+. A tool kit of fast paced animations, developed for all screen sizes, followed. Our promotional hero lock-up bring the content and brand together in a dynamic activation of plus that showcases crafted artwork for each of our shows.
This imagery flows through from the product tiles, also getting applied in social and out of home activations – creating a seamless experience for viewers to find and stream the content that they see in market.

Each component of TVNZ+ has been designed to form a cohesive look and feel. A flexible and expressive identity that puts the content first.