DivX rebranding

The Challenge

DivX needed to rebrand for the launch of a new TV product: DivX TV. I was responsible for delivering a new and vibrant DivX identity, defining the DivX TV product and implementing a plan and toolset for the product’s internal education. The new DivX identity needed to represent the core promise of the brand: to connect people to entertainment, on any platform or device, at any time.

The Approach

With the product launch approaching quickly, DivX t had to communicate the product’s standing/market position by creating a stronger brand identity able to connect DivX with its consumers and partners. Articulating the brand’s value was key for me, as its brand awareness had fragmented over time. 

 Understanding that consumers wanted premium content that was easy to find, easy to view, and available on demand.  Our audience research gave us a deep understanding of DivX’s target consumer needs and wants and helped us define the product’s architecture, naming guidelines, and a brand platform.

The Results

We identified DivX as having a central role in a fundamental shift in how and where people experience digital entertainment. DivX enabled the convergence of consumer electronic devices, the media and entertainment industry, and the Internet. To match this offering, we delivered a refreshed, vibrant, new DivX identity. Pure cyan and black provide a crisp modern backdrop to the DivX brand, while bright yellow and neon green create an unexpected contrast.

DivX’s growing content library and ability to deliver a consistent user experience across platforms primed the brand to deliver the high-quality experience consumers were looking for.