Generation NOW
NOW is the new brand for on-demand connectivity and entertainment streaming, created and launched in the US by Xfinity. Its aim? To serve Generation NOW – seekers of no-fuss internet, mobile and entertainment.
We worked with the NOW team to develop a new brand system, experience and launch campaign. All centered on a new brand persona – the Calm Optimist – that describes the mindset that NOW shares with its target audience. From this foundation, we developed a brand voice that was simple, clear and upbeat.
The design system links NOW to its parent brand, Xfinity, through nods to Xfinity’s lead color and distinctive illumination style. Allowing NOW to cut through while retaining a premium feel. The result is a vibrant new brand in the market, representing an elegant way to reach Generation NOW.
A decade ago, we created the NOW brand to disrupt the UK market as the first streaming platform to offer on-demand, contract-free subscriptions.
Following growth in Europe, the launch to the US market is the latest milestone in NOW’s global expansion – part of a unique and distinct new offer in the US, augmenting the broader Comcast portfolio.
North America
