Europa+ is a brand new streaming platform available in Latin America, bringing the very best European TV shows direct to the market.
The key challenge was to position the product as an addition to an already crowded marketplace, designed to compliment the TV offering provided by many of the big, global streaming services. From the starting point of Europa+ being an addition to your mainstream entertainment subscriptions, came the idea of ‘Add Some Europe’ with the plus element of the brand name becoming the epicentre of the entire identity. The plus becomes the focal point of comms, the anchor for key messaging, the framing for artwork, the glue between titles and the trigger for motion.
The added benefit of working in the Latin American market is that the brand name itself is Europa Más. Not only does ‘más’ mean ‘plus’ and manifest as the physical plus device, it also translates to meaning ‘more’. This became a key feature of our brand language whereby we could use the word ‘more’ in many different European languages to talk about the proposition: more entertainment, more flexibility, more European, more drama, more comedy, quite simply more!
Having the plus device and the ‘more’ tone of voice as they key brand imprints allowed us to create a versatile and consistent visual identity system around these features. We built upon these with a polished rendered finish to all the core brand assets such as pluses and logos, a clean background palette complimented by vibrant injections and threads of highlight colours, and a simple type and layout execution that could be applied across all touchpoints from promos and social content, to advertising, corporate comms and the UI of the platform itself. The epitome of the brand was conveyed through the ident, a short visual effects expression of the logo that plays before every episode viewed on the platform.