MAUD

As Australia’s largest producer and broadcaster of entertainment, Foxtel has had a monopoly on the Australian pay TV market for decades. With Netflix and Stan stealing market share, it was suffering from perceptions of being dictatorial, confusing and expensive. Foxtel had to shift away from being a pay subscription service focused on its tech offering, and start to behave more like a progressive, content led entertainment company.

Without a clear understanding of the brand’s purpose and an intelligible way of accessing the wealth of content it offers, customers were beginning to feel that Foxtel was out for what it could get, rather than what it could provide. How do you make Australia’s biggest content provider feel like a modern, personal and responsive entertainment company?

Perception alone was never going to solve the issue. We created new systems from every click and swipe of customer interaction and information architecture of how the content is presented, to the spoken language used in call-centres and emails all the way up to a new logo and wordmark at the top of the building. We had to create a new perception and bring the reality up to meet it.

People weren’t buying Foxtel, they were buying access to the shows and movies they love. Foxtel needed to exist in service of the content, not the other way around. Furthermore, customer confusion begins with internal confusion. We established a clarity of purpose, efficient systems and clear brand guidelines within Foxtel to signal change externally.

Our approach was to make Foxtel the shortest line between the consumer and the content they love. To help the organisation fall back in love with film and TV, we let the movies and shows people love do the work. We created a new visual identity and language system based on a love of entertainment. Starting with a logo derived from old film cameras to a colour palette based on television test signals, and by using red – the colour of cinema – as the brand colour, we took every opportunity to imbue their brand with the passionate language of film and TV.

A comprehensive design and customer experience strategy, was implemented at every level of the business beginning with the launch of a new streaming product. Beneath the master brand, we created a consistent identity system to make sense of multiple brands and channels within the business. We also designed packaging, influenced product (technology) design and created a series of on-air idents.