“TiVo? They’re still around?” That question defined our challenge. Once a category-defining brand, TiVo had lost cultural relevance in an increasingly crowded streaming landscape. At the same time, we were preparing to launch our first new product in two years—TiVo EDGE.
 

We saw an opportunity to do more than refresh the brand—we used the product launch to reintroduce TiVo entirely.

We started with competitive analysis and user research, uncovering an opportunity to bring back what once made TiVo distinctive: a fun, clever, human personality. We reestablished that voice and paired it with a bold new visual identity—moving away from category-standard white layouts to a darker, more cinematic look with vibrant gradients and dynamic lighting.
 

Building on this foundation, we redesigned the website to better support both storytelling and conversion. We streamlined the user journey, personalized paths to content, shortened the path to purchase, and introduced full-screen video, responsive design, and global navigation across B2B and B2C experiences.
 

The TiVo EDGE launch became the full expression of the new brand. We developed a cohesive system across packaging, web, social, email, video, and digital campaigns—bringing the new voice and visual identity to life at every touchpoint.

The result was a unified brand ecosystem that repositioned TiVo as modern, relevant, and ready to compete again.