Brand Strategy, Brand Voice, Copywriting, Voiceover Work, Workshops and Trainings.
SKY has long been the biggest player in New Zealand’s TV industry. With close to one million subscribers in New Zealand, the opportunity to rebrand SKY Television was a once in a lifetime gig - literally, as their last rebrand was in 1987 and they were pretty happy with it when I first met them. Kiwis have always loved SKY’s content, but they haven’t always loved the brand. It was this, coupled with the challenges faced by the pay-TV industry at a global level, which led to SKY taking stock of its business to prepare for the future.
Together with the team at Interbrand Australia, I got stuck in - leading the development of SKY's new tone of voice and contributing to the overall strategy and architecture of the brand. This then led into further supporting the client with executional writing including scripts, voiceover work and extensive brand workshops with key leadership team members, agencies and staff.
We decided the best way forward was to remind Kiwis of SKY’s role in bringing them the content they love so dearly. And so The Expedition was born – a brand identity that heroes the energy and emotion of TV and New Zealander’s love of adventure. Using the two triangles found in SKY’s old logotype, and a more inviting, more Kiwi tone of voice, the new SKY invites customers on an adventure into a remarkable new world of entertainment.