Philo
brand positioning
Character design
Cel Animation
Brand Strategy, Visual Identity, 360 Campaign
Reimagining TV as it Should Be
Philo offers everything fans crave in one hassle-free package: live TV, on-demand movies, free channels, and premium add-ons. As the streamer continues to carve out space in a crowded and complicated landscape, Philo is ready for a bold new identity that sets the stage for its next big move as a major player in the world of entertainment.
Say hi to a brave new philo
Following years of growth fueled by audience loyalty, we partnered with Philo to develop a comprehensive rebrand that highlights the platform’s core strength of reimagining TV for the modern world. We were tasked with crafting a new brand strategy, voice, visual identity, and brand campaign that not only helps Philo stand out but also communicates the unique value it offers: providing a better way to connect with all the stuff you love.
“At a time when there has never been fiercer competition for the attention of audiences, the need to have a strong brand point of view that expresses not only what you offer, but who you are as a company, has never been more important.”
Matt Stein,
Head of Brand & Creative Strategy at Philo
Visualizing a better way to tv
A Better Way to TV
The rebrand centers around the tagline, A Better Way to TV, which forefronts access and ease of use at an incredible value. To make this vision tangible, we crafted a fun and personality-packed identity, using a bold black and white palette paired with whimsical hand-drawn illustrations. This dynamic system offers flexibility across touchpoints, allowing Philo to maintain a strong presence while standing out from the crowd.
Driving emotional connections
Voice & Tone
Beyond implementing a striking visual identity, we helped Philo sharpen their brand voice to connect with audiences on a deeper, more personal level. Instead of the technical tone typical of streaming services, Philo speaks directly to its fans in a witty, approachable way, creating lasting emotional connections.
Building Philo's World
To fuel Philo’s personality-driven identity, we crafted a unique world of illustrated characters, objects, and strokes that define its look and feel. The organic, gestural, and whimsical style lends Philo a distinctive charm, with elegant single-stroke black linework. This approach infuses humor and personality, bringing Philo’s identity to life in a playful yet sophisticated way.
a whimsical brand campaign
Our playful brand campaign showcases Philo’s ability to minimize frustrations and maximize enjoyment and ease of use — all without sacrificing an ounce of entertainment value. A celebration of Philo’s evolution, we take viewers on a journey from the invention of television itself to the modern joy and magic only Philo brings to the medium.With a new visual identity, fresh voice, and attention-grabbing campaign, Philo is ready for its next chapter — simplifying and improving the future of TV for everyone.
