STARZ · 2022
Brand evolution.
Led brand strategy, identity development and implementation with STARZ teams and Loyalkaspar.
The brief
Brand audit and positioning through identity, motion, the creative package, and implementation across the service.
Strategy
Brand audit, research, stakeholder alignment, values, and positioning
System
Identity, typography, palette, motion, navigation, sonic, and promotional creative
Implementation
Team onboarding, launch assets, product and platform touchpoints, partner support
Campaign & execution
The transformation
The 2022 identity program established a shared foundation for STARZ and its international service, alongside STARZPLAY’s transition to LIONSGATE+. A global audit covered digital, linear, social, paid media, direct response and publicity, supported by stakeholder interviews and competitive analysis. The system needed to hold across programming, audiences and markets.
What I led
I led the evolution from positioning and identity development through the creative package, launch and implementation.
With Loyalkaspar and the STARZ teams, we developed a prism concept for the different perspectives within the brand. Logo, typography, imagery, motion, navigation, promotional creative and sonic expression had to work as one system.
Beyond the identity
The system extended across linear channels, product and platform changeover, originals and movie promotion, social, distribution partners, and acquisition and retention creative. Team onboarding and usable standards made it work beyond launch.
The film shows the identity in finished original-series promotion.
The system in use
Identity motion and multi-title campaign artwork carried the prism across STARZ Originals and the wider brand.
Led with Loyalkaspar, the STARZ teams and launch partners.
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