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NOW USA — Defining the future of connection in America

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.

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We worked with the NOW team to develop a new brand system, experience and launch campaign. All centered on a new brand personathe 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.

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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.

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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.

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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.

Location

North America

Sector

  • Media & entertainment

Services

Related work

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