Photo of singer in dress with white flower in hair and words welcome to NOW
Boy and cat on dragon in sky with words welcome to NOW


From scrappy challenger to on-demand entertainment leader

NOW is one of Europe’s biggest streaming platforms – bursting with live sports, cinema-fresh films and brilliant box sets. With competition mounting from some of the world’s most powerful brands, we created a distinctive new positioning, identity and brand experience to set NOW apart and make sure that their members never miss out on the entertainment they love.
TV screen showing man and woman on street in traditional clothes with golden light between woman's hands and words NOW entertainment brilliance
Teal rectangle app screen with word NOW in glowing white

So many streaming services, so little time

Welcome to the 2020s – and the golden age of TV. Housebound, people are watching more TV than ever before and OTT platforms are spending more money to catch attention. Everyone from behemoths like Netflix and Disney+ to more regional players like Channel 4 are fighting for preference. It’s beyond crowded – and for the customer, overwhelming.

We created and launched NOW in 2012. The previous proposition was simple – the best entertainment, without a contract. In a space of world-class competition, we needed something stickier. In 2021, we redefined what NOW means for customers to carve out a distinctive space within the market.

Simply brilliant entertainment

The transformation went to the core experience, positioning NOW as a destination. A place for people who genuinely love and live for brilliant entertainment. We created a holistic membership experience, designed to make sure people join in, stick around and never miss out on the world’s greatest entertainment. NOW TV became NOW – simpler, tighter and more focused on getting people to the entertainment they need in an instant.

With a framing device, a logo illumination to draw attention, and by using content as our colour, we focused intently on the experience of watching – showing off our world-class entertainment, like live Premier League and the latest blockbuster releases. We also created a huge, national OOH campaign that set out the new NOW agenda and launched the brand.

Living room with large windows, plants and brown leather sofa with TV

Levelling up voice and product experience

But the changes weren’t just visual. Our new voice is simply brilliant, striving to be a passionate fan in a world of algorithm-optimised copy and empty cliches. With the challenges of translation and training hundreds of copywriters across the business, we ran a series of Voice Workshops and created bespoke channel guidance to help everyone understand and implement the new NOW voice.

At the heart of the brand lie four principles – Passionate, Effortless, Impressive and Inviting. These are more than just guides for brand expression – they shape the roadmaps for product development, hiring decisions and beyond. Crucial to this development of the brand has been how we work with NOW’s teams – like our ongoing partnership with the product team, which continues to transform the brand experience. This collaborative approach has not only created a stronger brand, but also a stronger business.

Product packaging boxes with NOW broadband hub and remote controls
Four business cards showing different images and word NOW
Grid of images with teal backgrounds showing NOW brand including colour palette and app icon
Our new brand really takes NOW to the next level. This is so much more than a design change – it’s an opportunity to live our brand principles and realise the vision of who we are.Marina Storti, Managing Director, NOW