REBRANDING TIVO

GLOBAL REBRAND OF TECHNOLOGY COMPANY

Brand strategy, narrative + identity

“TiVo, they’re still around?” I’ve lost track of how many times I’ve heard that question. The inventor of the DVR, once lauded by celebrities and commoners alike had long since fallen out of the spotlight and we needed an overhaul to our marketing strategy and brand positioning. We started by looking outward with a competitive landscape analysis and user research, then looking inward to take a critical look at what sets us apart. TiVo had always been the tech brand with a fun, approachable personality and it was clear we needed to get that back to help set us apart in a saturated market. We created a bold new look and a clever new voice to help us win hearts and minds once again. Our new brand personality will utilize all of our consumer touchpoints from our website to our packaging and social media presence. I am very excited to have had the opportunity to breath new life into a beloved tech brand and give it the look and voice that it deserves.

 

Project done in collaboration with Hub Strategy & Communication and 3roundburst