DIRECTV

2022

Role: Designer

Challenge

DIRECTV’s existing B2B ad sales narrative and visual identity was outdated and so they approached us for a refresh. DIRECTV came to us with the task of translating their internal Ad Sales brand narrative that could gain equity and communicate to advertisers the core benefit of partnering with DTV. 

Solution

After interviewing stakeholders and immersing ourselves within the competitive streaming market, we found an advantage in DIRECTV's first-party data: an advantage would champion the brand as a premium TV provider with addressable audiences. This became the blueprint for their go-to-market messaging, making DIRECTV a one-stop shop for advertisers to optimize their TV. We developed a new brand book and redesigned their consumer brand system into modular templates that would allow anyone on their marketing team to use without the need for designers. The new design system included curated photography assets and application across signage, business cards, merchandise, and social ads. We developed a sleek website that championed a new visual identity that could work within the DIRECTV universe. This work set DIRECTV advertising to return to its roots and continue to build upon its legacy of being the leader in TV.