SHOWTIME Brand

Showtime has long been known as a daring premium network, but after decades in the space, with the tectonic shifts that streaming has introduced, the brand was losing meaning. We needed to re-establish our place in the culture, reaffirm our differentiated value proposition, and cement our identity as a streaming-first content provider. So we set our sights on a ‘brand refresh’ —not a reinvention, but rather an evolution built on the best parts of our core DNA updated for today’s marketplace

The ambitious project included developing a new brand strategy, designing a fresh visual & aural identity system, and crafting a robust voice & expression bible. The new guidelines were implemented across the global business, ensuring a unified brand expression in all internal, B2C, and consumer communications.

Note: This work was done in deep collaboration with leaders of Showtime marketing, the brilliant team at Gretel, and marketing and branding expert MT Carney.

CLIO AWARD WINNER

PROMAX AWARD WINNER

The Beacon.

We started with a brand idea: Showtime is the source. The source of illuminating stories, cultural conversations, and new ideas. As we translated this concept into design expression, we landed upon the beacon, an iteration of the spotlight element that has been part of Showtime’s identity for 25 years. It’s a signal in the noise, alerting audiences that something is about to happen that deserves their attention.

The Logo as Slipstream.

The logo served as further design inspiration for a grid system that would allow us to feature a variety of content in a continuous flow of non-stop entertainment.

A ‘Streaming-First’ Brand.

All new elements were built to signal the shift from linear network to a streaming brand. From a newly designed app icon to sell-through landing pages, each asset was informed by the visual language of digital and streaming platforms.

The beacon and the slipstream together serve as the basis for an expandable and highly iterative toolkit that works across every platform. From motion to out-of-home, digital and everywhere the brand lives across consumer, b2b and internal touchpoints.