Few people remember that Sky began life as a satellite retailer in a utilitarian, price-driven category, surrounded by competitors offering more for less. The ambition that would make Sky one of Europe’s most loved entertainment brands was far from obvious. The question was how to build a brand iconic enough to transcend the world it started from.
Behind Sky’s success is the core belief that entertainment and technology can truly enrich people’s lives. We’ve helped Sky to establish this in every area of the business, reinventing it from pay TV utility to one of the UK’s most loved entertainment brands.
We've worked across almost every part of Sky for over two decades. If there has been a single brief across that time, it’s been to keep pushing Sky forward: to challenge what ‘better’ means in every vertical and market, as technology radically reshapes consumer behaviors and expectations. Early in our partnership we created the iconic glassmark identity, the screen or window through which consumers are entertained. And over twenty years we have brought the brand to life across the entire ecosystem: Sky+, Sky Glass, Sky Mobile, Sky Broadband, NOW - a connected system of brands, all designed around the customer. Together, a complete operating system powered by a single spirit: believe in better.
Today, Sky is one of Europe’s great commercial success stories. Our work has been a major catalyst in its transformation from satellite retailer to entertainment and technology giant. Sky was acquired by Comcast for $39bn in 2018. Its brand is valued at more than $10bn.
Few people remember that Sky began life as a satellite retailer in a utilitarian, price-driven category, surrounded by competitors offering more for less. The ambition that would make Sky one of Europe’s most loved entertainment brands was far from obvious. The question was how to build a brand iconic enough to transcend the world it started from.
Behind Sky’s success is the core belief that entertainment and technology can truly enrich people’s lives. We’ve helped Sky to establish this in every area of the business, reinventing it from pay TV utility to one of the UK’s most loved entertainment brands.
We've worked across almost every part of Sky for over two decades. If there has been a single brief across that time, it’s been to keep pushing Sky forward: to challenge what ‘better’ means in every vertical and market, as technology radically reshapes consumer behaviors and expectations. Early in our partnership we created the iconic glassmark identity, the screen or window through which consumers are entertained. And over twenty years we have brought the brand to life across the entire ecosystem: Sky+, Sky Glass, Sky Mobile, Sky Broadband, NOW - a connected system of brands, all designed around the customer. Together, a complete operating system powered by a single spirit: believe in better.
Today, Sky is one of Europe’s great commercial success stories. Our work has been a major catalyst in its transformation from satellite retailer to entertainment and technology giant. Sky was acquired by Comcast for $39bn in 2018. Its brand is valued at more than $10bn.
The strategic pivot & brand value metric
$30Bn+Satellite TV to Tech-Media company
Europe's No.1 premium media giant
Brand value $30Bn+
“Culture is a tool for transformation. And brand a tool for growth.”
Dana Strong, Group Chief Executive Officer, Sky