The making of a strong brand
How Viaplay got a stronger brand expression and more consistent visual style in their products 2015.
Creating visual consistency across all platforms was one of the main challenges, due to different interaction models.
My role
Lead Visual designer and Art Director – together with Creative director and design lead rebrand the whole Viaplay product, from logo, typography, color system and product experience cross platform. Created the design principles and guidelines to make the experience coherent across platforms.
KUDOS TO THE TEAM – Christoffer Kittel Creative Director, Kristoffer Agermark Brand Design Lead + all other skilled product designers at Viaplay.
Purpose
Strengthen the brand position and graphic expression.
We built on history and the idea of what the shapes should represent.
Tone and voice guidelines was part of the rebranding, always illustrating with visual examples.
Creating design principles really helped shaping the product with the new brand update. Together with the design team I created a lot of visual examples to illustrate the visual direction in the product before it was built.
Process
Together with the Brand Design Lead I helped refining the visual style of the logo and finalise the typography and colors to make them work in our different platforms. First step was to identify core values, graphic expression, typography, color schemes etc.
In the next step we produced concept design for key views in our services. To create a more solid design system my largest contribution was to define guiding design principles, including tonality and image style guidelines.
Insights
This was a job that was done in iterative steps: discovery and defining the new brand before implementing it in iterative steps. It was one of the most fun projects that I’m really proud of. Feedback from customers also helped along the way, since they love the product.