Expressive new visual identity helps TV app Philo stand out against its rivals

Typical. We'd just gotten used to the idea of streaming services based on monthly subscriptions: Netflix, Disney, Amazon, Paramount, Apple TV, and more. But now the market is changing again, with the rise of F.A.S.T services, short for free, ad-supported streaming TV.

Within the UK, we're partly used to this model already because the BBC, ITV, Channel 4 and others all have streaming services where you can watch old and new shows on demand. But across the global market, there are many others, including Pluto, Tubi, Amazon Freevee and Plex. And confusingly, some of these services have actual schedules, just like a traditional broadcaster, while others are on-demand only, and others have both.

Then there's Philo. Based in the United States, this company aims to simplify things for consumers by combining all of these confusing services into one easy app. To help sell this message, they've just launched a bold rebrand.

This new identity, created in partnership with creative agency Sibling Rivalry, merges simplicity with fun, and positions Philo as a one-stop shop for all types of content. We chatted to Sibling Rivalry to delve into the thinking behind it.

Streamlined and Simplified

At the heart of Philo's new brand is its promise to make the TV experience easier and more enjoyable. "Philo offers a unique mix of live TV, on-demand content, and free channels, all under one roof for way less than you expect," says Lauren Hartstone, executive creative director and partner at Sibling Rivalry. "Instead of switching between a million apps and services, viewers can find everything they need in one place on Philo."

This streamlined approach was considered crucial in an increasingly fragmented streaming market, with premium services such as AMC+ and F.A.S.T channels all coming online. The new identity, though, presents Philo as more than just another TV app. Instead, it's a home for all your viewing needs under the tagline "A better way to TV."

Visual Identity

The refreshed visual identity for Philo is bold, witty, and packed with personality. The colour palette – black, white, and magenta – sets a confident tone.

"We saw black and white as a bold choice for the brand, but the deliberately pared-down palette allows the confident, witty and sophisticated brand language and illustrations to speak for themselves – cutting through the dry, corporate tone of big box streamers," explains Lauren.

"To add some more warmth," she adds, "we wanted to bring in a pop of colour and chose magenta as one that would still feel differentiated from other streaming services."

Illustrations and Typography

One of the most distinctive elements of the new identity is the use of hand-drawn illustrations. Building on the work of Camille Hogan, a brand designer at Philo, the Sibling Rivalry team developed an illustration style that feels both playful and human.

"We applied a 'tradigital' design style—using digital tools to mimic a traditional, hand-drawn look and feel," says Lauren. This gives Philo's brand a whimsical, expressive quality that is often missing in the corporate identities of other streaming services.

Typography also plays a major role in the new look. Sibling Rivalry selected the bold serif font Honey for its personality and impact, while Roobert was chosen for utilitarian needs across the platform.

"Honey is so bold and personality-filled that we knew it'd stand out no matter where it lived," says Maggie Tsao, creative director at Sibling Rivalry. "And because we helped conceptualize the design for the website, we paired it with the typeface Roobert for all the utilitarian needs. Roobert's characteristics mirror the Philo wordmark and is used throughout the product."

Tone of Voice

Philo's new voice is just as important as its visual makeover. The rebrand presents a conversational, personal, and humorous tone, a refreshing departure from the more serious, corporate feel of many streaming services.

"The language had to be clean, direct, and conversational, making Philo feel like a TV fan talking to other TV fans," says Lauren. This approach is all about fostering a deeper connection with the audience, allowing Philo to speak directly to its viewers in a way that feels human and relatable.

This emphasis on personality was something that really stood out to Maggie during the project. "It's rare nowadays that joy is so deeply rooted in the foundation of a personality-driven brand. We see a lot of cool, slick competitors, but they often lack humanity and connection.

"Philo offered us the rare opportunity to make something digital feel human," she continues. "It was so much fun to bring that to life in all aspects of the brand: character, illustration, design, tone, copy, and motion."

Customer Journey

The rebrand culminates in a new campaign that visually illustrates the Philo customer's journey from the frustrations of modern streaming to the joy of a simplified TV experience. The campaign features cel animation to bring the new identity to life, portraying Philo's evolution in a fun, engaging way.

With its new look and feel, Philo is now poised for its next growth phase, offering a 'better way to TV' that speaks directly to viewers and simplifies their entertainment choices in a fun, human way. And, according to Matt Stein, head of brand and creative strategy at Philo, the timing couldn't have been better.

"Philo's bold new visual approach lands at a thrilling time for the brand," he explains. "Our strategy has been to reimagine what a modern streaming service can be for today's viewers and to make the experience easy and joyful."

Overall, this rebrand goes way beyond aesthetics; it's about fostering a long-term emotional connection with its audience. By simplifying the TV experience and adding a dash of wit and charm, Philo is positioning itself as the antidote to the chaos of modern streaming. As Maggie puts it, "Philo offered us the rare opportunity to make something digital feel human, and that's exactly what this rebrand has achieved."