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, ‘Enjoy Your Now,’ giving ThreeNow a clear, immediate, playful, and energetic narrative. We then designed a brand system that brings this vision to life across every touchpoint.

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.

The brand system defines our communication style, fonts, colours, layouts, iconography, sonic identity, design assets, and content artwork formatting. This structured and simplified toolkit has significantly reduced our ongoing workload by more than half, while simultaneously enhancing product quality.

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-exclusivelinear 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.

Experience ThreeNow yourself!