On behalf of Hubster.tv, I led their strategic brand initiative of repositioning their company's identity. The work included a new company name, position in the marketplace, communication strategy, and visual direction. The product, acquired in 2014, was an online platform where users could search for a tv show or movie, and find the cheapest, fastest online portal for immediate watching.
With various but controlled colors and icons, users could adapt the wordmark to become uniquely their own - while still keeping to the style of the COURTESEE expression.
The Monocle is a symbol which, independently, can be applied to various characters, brands, and users. It captures the elegant and playful qualities intended for the brand to convey about the viewing content.
COURTESEE capitalized on the quality content that online platform enabled users to see. Rather than designing content to excite viewers, we elevated the content already in the marketplace.
The overall identity was driven by a movement encouraged by people who are passionate and proud of the brands and services they use. The best way we felt to do this was generating a brand personality that was willing to let others character and personalities adopt COURTESEE in their own way.