Media & Entertainment

Zee5

Creating brand attribution for over 100m active users

Zee5 is the world's largest streaming platform for South Asian content, available in over 190 countries and over 100m users in 12 languages. We focused on the diversity of customers' cross-genre viewing preferences and quality show titles available on Zee5s streaming service to deliver the brand proposition of Play The Endless You, to drive increased retention, frequency and engagement.

We re-imagined the brand design system as dynamic and flexible, enabling shows or genres to be framed and promoted via the viewfinder device. We created a stronger use of branding assets across the content discovery journey to create higher brand attribution to Zee5 for both owned and acquired content. We built tone of voice and motion behaviour principles to help drive brand personality and differentiation.

We codified the content discovery journey to optimise the required brand volume & content volume at each part of the customer journey. The design of a flexible content discovery system took existing brand assets and reimagined them to best present and enhance content promotion and experience; and the tone of voice and motion theory enables multi-genre content presentation. Ultimately creating a toolkit for digital and off-line ad systems, show openers, bookends and supers.

Creating brand attribution for over 100m active users

Zee5 is the world's largest streaming platform for South Asian content, available in over 190 countries and over 100m users in 12 languages. We focused on the diversity of customers' cross-genre viewing preferences and quality show titles available on Zee5s streaming service to deliver the brand proposition of Play The Endless You, to drive increased retention, frequency and engagement.

We re-imagined the brand design system as dynamic and flexible, enabling shows or genres to be framed and promoted via the viewfinder device. We created a stronger use of branding assets across the content discovery journey to create higher brand attribution to Zee5 for both owned and acquired content. We built tone of voice and motion behaviour principles to help drive brand personality and differentiation.

We codified the content discovery journey to optimise the required brand volume & content volume at each part of the customer journey. The design of a flexible content discovery system took existing brand assets and reimagined them to best present and enhance content promotion and experience; and the tone of voice and motion theory enables multi-genre content presentation. Ultimately creating a toolkit for digital and off-line ad systems, show openers, bookends and supers.

Creating brand attribution for over 100m active users

Zee5 is the world's largest streaming platform for South Asian content, available in over 190 countries and over 100m users in 12 languages. We focused on the diversity of customers' cross-genre viewing preferences and quality show titles available on Zee5s streaming service to deliver the brand proposition of Play The Endless You, to drive increased retention, frequency and engagement.

We re-imagined the brand design system as dynamic and flexible, enabling shows or genres to be framed and promoted via the viewfinder device. We created a stronger use of branding assets across the content discovery journey to create higher brand attribution to Zee5 for both owned and acquired content. We built tone of voice and motion behaviour principles to help drive brand personality and differentiation.

We codified the content discovery journey to optimise the required brand volume & content volume at each part of the customer journey. The design of a flexible content discovery system took existing brand assets and reimagined them to best present and enhance content promotion and experience; and the tone of voice and motion theory enables multi-genre content presentation. Ultimately creating a toolkit for digital and off-line ad systems, show openers, bookends and supers.

Services

Services

Identity

Identity

Year

Year

2024

2024

“Building a design system that works across hundreds of titles, genres, and diverse Indian languages? Not easy. Making a brand shine through it all? Even harder. You pulled it off with style, wit, and dangerously good fonts ! Big love. Bigger thanks"."

Joy Mukherjee

SVP, Brand Planning & Design, ZEE

Telecommunications

YouFibre

Telecommunications

YouFibre

Telecommunications

YouFibre

Healthcare

Rimac

Healthcare

Rimac

Healthcare

Rimac

Paper & Packaging

Blake Made

Paper & Packaging

Blake Made

Paper & Packaging

Blake Made

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© Phoenix Studios 2025

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© Phoenix Studios 2025

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© Phoenix Studios 2025