HBO Max
Brand Evolution
↳ Challenge
The HBO Max launch was met with a general sense of confusion. Our challenge was to help the brand bring clarity to both existing customers and potential subscribers.
Summary
Founded in 1972, HBO is the oldest pay-TV network in the United States and is licensed in 150 countries.
HBO Max, the streaming service launched by WarnerMedia, already boasts an impressive library of top titles and films and has garnered 41.5 million subscribers.
Through a strong partnership, we were tasked with bringing clarity to HBO Max, including its evolving value proposition, marketing strategies, and overall product experience.
Role
Executive Creative Director
Brand Design
Presentation
Credits
ECD/Design/Strategy: Darryl Mascarenhas
Creative Director: Pete Jeffs
Strategy: Pete Jeffs, Carlos Foxworthy
Executive Producer: Kevin Robinson
Producer: Carlos Espinosa
Creative Lead: Pete Jeffs
Design: Pete Jeffs, Alexis Ames, Frank Glinski
Senior Animator: Frank Glinski, Joe Ficorelli
Editorial: Anna. S
Audit
The overall brand was disorganized. Multiple stakeholders with different agendas collectively developed the initial brand, but each favored their own objectives. This internal misalignment caused further confusion as HBO Max expanded its value proposition by adding more channels/genres to its library.
To begin addressing this issue, we conducted stakeholder interviews and a competitor audit.
On a parallel path, we also conducted a thorough brand audit. The audit was segmented to align with the 3 key business/marketing units at HBO Max:
Growth – Top of the funnel
Social – Middle of the funnel
Brand – Bottom of the funnel
During the audit, we examined how the brand was being used and identified inconsistencies across various categories, including:
Color
Type
CTA (Call to Action)
Logo Lockup
Promo
Social
Marketing
Brand Pillars
Using insights from both stakeholder interviews and our audit, we have identified the following brand pillars to shape and define the world of HBO Max:
Premium – Ensuring high-quality original content, programming, and overall user experience. (Built upon a rich legacy)
Modern – Delivering the best streaming experience. (The present and future of TV)
Approachable – Providing content that is accessible and enjoyable for everyone. (Continuously expanding library of content)
Typography
The HBO Max brand font, Gilroy, is a well-designed geometric sans serif with a variety of weights available.
Typography was one of the key elements that was frequently misused. To address this, we have limited the use of type to two styles:
Gilroy Regular / All Caps Gilroy Semibold / Sentence Case
For audiovisual (AV) use, we recommend using ALL CAPS with the regular font for more cinematic titles. And for social media, we allow the use of the aforementioned styles with the addition of Light, Medium, and Bold.
Color Palette
As the brand evolves, we recommend moving away from an energetic and bright color palette and leaning more towards a prestigious color range. This color range should be richer in tones, higher in contrast, and have a more cinematic feel.
The updated system is specifically designed to be flexible, ensuring that the content and the brand always complement each other across all platforms.
Primary Palette
Gradient Palette
Hero Gradient
Accent Gradient
The "Curtain"
The curtain is a uniquely flexible navigation and narrative system. It can be used to unveil, transition, and guide the viewer through the world of HBO Max. In application, it is used to celebrate characters, themes, and iconic moments while delivering an experience that is uniquely HBO Max.
Curtain Promo Example
Solving the HBO Max Line-Up
As HBO Max continues to enhance its value proposition, it becomes increasingly difficult to summarize the entire offering in a single lock-up. This is particularly true for "growth" and "brand" marketing, which aim to acquire new customers.
After hours of analysis, design audits, and exploration, we have settled on the "Flex" system.
The system is designed to be context-specific, catering to:
TV lovers
Families
Fandoms
The line-up uses core brand properties and then can flex to include genre/context based properties depending on where/how messaging is being used.
Online + Social
↳ Chevron
The HBO Max Social team required maximum flexibility with the updated brand in order to quickly execute creative ideas across various formats, media types, and platforms. To maintain brand consistency, we provided a highly flexible brand palette within defined constraints.
We condensed the brand guidelines for the Social team from 42 pages down to just 1 page.
Additionally, we introduced new elements such as a "chevron" and a "highlight bar" to complement the existing "curtain". With these three elements at their disposal, the team now has the necessary tools to create eye-catching branded content.
↳ Highlight Bar
↳ Online
↳ @hbomax
Social Platforms
Brand Portal and International Guidelines
We have developed a comprehensive set of brand guidelines that can be accessed through a custom digital asset management (DAM) system with a front-end Brand Portal.
These guidelines play a crucial role in aligning international teams by providing a centralized location for all brand assets. The portal includes language translations and animations, which effectively communicate the brand rules. It has been designed specifically to adhere to HBO Max's visual grammar, ensuring a seamless experience when executing brand-related work.
Furthermore, the portal incorporates backend tools that facilitate easy updates to the guidelines, ensuring they remain in line with evolving brand standards.
OOH
