Context
DIY.org, known for inspiring creativity in kids, sought to expand its influence by launching an OTT platform : DIYtv. The goal was to create a unique television experience that blended educational content with interactive, engaging storytelling. In an industry filled with standard children’s programming, DIYtv needed a fresh identity that would captivate both kids and parents while embodying the playful and innovative spirit of the DIY.org brand.
Effective branding ensures that the product is top-of-mind when consumers think of a particular need or category thus increasing the likelihood of user retention.
Overview
As the Design Lead, my challenge was to develop a brand identity for DIYtv that would:
Clearly communicate the tagline “TV with a Twist.” emphasising on how it promotes good screen time and adds learning with entertainment.
Task
Differentiate DIY TV from traditional kids’ television with a fun, dynamic visual language.
Ensure consistency and adaptability across all digital platforms—from the OTT app interface to promotional materials.
Engage the target audience through a design that was both visually appealing and reflective of DIY.org’s mission to spark creativity.
Action
To achieve these goals, I took the following steps:
Research & Discovery:
- Conducted in-depth market research to understand trends in children’s entertainment & interactive learning.
- Held workshops with stakeholders and educators to align on the brand’s core values and target audience preferences.
- Effective product branding goes beyond functionality and connects with consumers on an emotional level
- Continuously monitor brand performance and customer perceptions
Concept Development:
- Brainstormed and sketched initial concepts that merged playful elements with modern design aesthetics.
- Developed a flexible visual language, including a vibrant color palette, engaging typography, and custom illustrations that resonated with children.
Design Execution:
- Created a striking logo and brand assets that encapsulated “TV with a Twist,” infusing movement and interactivity into the design.
- Created specific landing pages for Pre Launch, Launch, Post Launch phase
- Designed the UI/UX for the DIYtv platform, ensuring an intuitive and immersive experience for young users.
- Produced marketing collateral (digital ads, social media banners, and promotional videos) to build excitement and brand recognition pre-launch.
- Created packaging and event collaterals for events specific for influencer marketing.
- New icons were created and integrated with the existing design system.
Results
The launch of DIYtv was a massive success:
- High Engagement
The platform saw a significant spike in user sign-ups and daily active users, surpassing initial targets.
- Positive Feedback
Parents and educators praised the platform for its innovative, engaging design and educational value.
- Industry Recognition
The fresh and playful design of DIYtv garnered accolades within the design community and boosted DIY.org’s reputation as a forward-thinking brand.
- Sustainable Growth
The consistent, dynamic visual identity helped DIYtv build lasting connections with its audience, setting a solid foundation for future content and platform updates.
