Simplifying TV with Philo.

BACKGROUND

Philo hired Viewpoint Creative to help develop the audience segmentation, brand strategy, creative expression, and identity for the launch of a new live and on-demand TV experience. I partnered with them as the cultural, category, and product researcher and brand strategist to make that happen.

OBJECTIVE

Develop a brand strategy, positioning, and identity for Philo. Define Philo's unique value proposition and story, and transform Philo into an emotionally charged brand.

CHALLENGE

Get people to pay for another TV streaming service or switch to a new one by giving them something they truly value.

OPPORTUNITY

Instead of simplifying our lives, the category has turned TV into an overwhelming experience. People are looking for a simpler yet better TV experience.

MY PROCESS / METHODOLOGY

Below shows a synopsis of my research inputs and findings that informed the strategy and creative expression after going through academic research, competitive analysis, social listening, stakeholder and consumer interviews, and workshops.

INSIGHT

TV is exciting but has become more complicated than it should be. It was intended to be social, but it has become an isolated experience. With the plethora of platforms and means of distribution, connection through TV has gotten lost.

STRATEGY

Show that Philo is more than just another streaming TV provider; it’s a living, breathing destination designed to help people connect around their shared passion for great entertainment.

REASON TO BELIEVE

Philo provides a true skinny bundle focused on entertainment and lifestyle content (yes you heard us, no sports yet) at the lowest price with a streamlined user experience and innovative social features (a la Spotify).

PROJECT OVERVIEW

In today’s crazy mixed-up media landscape, people are hungry for a better way to watch TV. We worked with Philo to hone their brand strategy and develop their brand. The first step, Research. To understand who they’re talking to. What they want. And to analyze Philo’s key competitors. To discover an insight that would give us an edge. The big insight we unearthed: TV is exciting but has become more complicated than it should be. People are looking for simpler which means better when it comes to live TV. They want easy access to good shows at a great price. That’s all they care about. And Philo delivers. So we developed the brand strategy. Identified clear target groups. Established a brand purpose, mission, positioning, and principles in order to create a contemporary clean brand look, voice, and tone to launch Philo on its way.

I served as the lead brand strategist and researcher. I conducted the research, developed the audience segmentation, devised the brand strategy, and crafted the brand positioning while also creating the entire client presentation. I partnered with the creative leads of Viewpoint Creative to guide the creative and brand development process. All this was done remotely. I was based in Los Angeles whereas the agency was in Newton, MA and the client was in San Francisco. It all worked out great. Below is a snapshot.