The Sky Store service aims to bring the latest movies straight from the cinema to the audience’s home, all at the touch of a button. The idea for the rebrand was emphasise the occasion of someone purchasing a movie and having their ‘big movie night in’. The main concept was to transform someone’s living room with every movie and allowing them to enjoy the big screen experience from the best seats in the house - theirs.
CREATING ‘YOUR BIG MOVIE NIGHT IN’
The idea of transforming the ‘Sky’ living room meant the background became a blank canvas and the themes of the movie could be injected into the space, whether that be through props, lighting, or even integrating the characters straight into the space. It makes every promo feel unique and totally immersed with the content.
MAKING STORE MORE SOCIAL
A key aim of the rebrand was to give Sky Store a much more consistent presence across social media, giving it a distinct personality from competitor services offering the same titles at the simultaneously. Using the unique brand assets of the sofa and searchlights along with the brand tone of voice, the social content created for Sky Store felt consistent from piece to piece while also having a recognisable look and feel.
DYNAMIC DIGITAL ADVERTISING
With a decent amount of digital screen advertising at the O2 in London, it was important to be able to promote Sky Store on these key sites effectively without the option of sound. Using the key brand assets, a number of templates were created to showcase the new titles available on the service across these different sizes and formats.
ROBUST BRAND GUIDANCE
To accompany the brand we also created a robust set of brand guidelines. These were crucial in educating all parts of the business about how to effectively use the brand assets so that all aspects of communication were united. These guidelines were also useful for many third party affiliations Sky Store has, allowing non-Sky people to integrate the brand successfully into their own.
COLLABORATORS:
Sky Creative Design: Sonia Lamba-Tucker, Alex Haley, Savio Palmerston
Sky Creative VFX: Justin Bates, Charles Gatward, Julian Martin-Samos
Sky Creative Production: Simon Downie, Martha Wright