Description:

ThreeNow is New Zealand’s fastest growing VOD (Video On Demand) service entertaining reality lovers, information seekers, escapism enthusiasts. and sports mad Kiwis.

Our research revealed an insufficient baseline brand awareness, while a frustrating in-product user experience impacted existing users’ ability to access their favourite content. From here, we decided to reset the brand and developed a new creative essence. We then designed a new brand system that brings this vision to life across every touchpoint.

The brand system defines our communication style, fonts, colours, layouts, iconography, sonic identity, design assets, and content artwork formatting.

For the design, we embraced ThreeNow's existing watermelon colour and paired it with a deep purple to create a bold, contrasting palette. This combination can be intensified for marketing elements and subdued for product interfaces, allowing the content to take centre stage.

We paired this with our distinctive ThreeNow bubble device. This key visual identifier is integrated into every aspect of the brand, ensuring a striking and high-impact presence wherever it appears across our marketing collateral and product interfaces. The bubble can expand and adjust its proportions to fit the space it occupies, making it a versatile branding tool. This design philosophy extends through our iconography, UI elements, content frames, and textures.

For the product, we collaborated with Wellington based digital agency Alphero to redesign the user experience from the ground up. Together, we crafted a fluid and elegant front end, ensuring the product experience is as effortless and consistent as possible across all endpoints. We also launched New Zealand's first digital-exclusive linear channels, seamlessly integrating them with our VOD and existing free-to-air live channels. This innovation provides consumers with more ways to discover and enjoy content.

Since its relaunch, the platform has experienced remarkable year-on-year growth, far exceeding our expectations. Total streams have increased by 64% year-to-date, content hours watched have risen by over 70%, and linear streams have grown by 71%. ThreeNow registrations have surged by 62% compared to the previous year, indicating that New Zealanders are actively engaging with the product and consuming more and more content. As The Spinoff aptly put it best, "ThreeNow isn’t munted anymore!"