Fios Experience LanguageTV Product Branding and Motion Identity
Verizon refreshed their visual identity in 2015, part way through an existing project to design their next-gen TV product. The inital focus for the refresh was mostly on advertising usage, with little consideration for digital. With a very stripped down identity, very little beyond colours, wordmark and typography, it was up to us to help shape the brand and define its identity for the digital space.
A Common Vocabulary
The Fios TV project required us to work across three parallel workstreams: mobile and tablet, web and set-top-box. From the outset we needed a holistic approach to ensure consistency across these diverse platforms, each with their own rules and best practices. To make this effort endure beyond the TV product, I worked closely with the W12 project leads across workstreams to develop a common Fios Design Language, to be used in parallel with the Verizon Brand Guidelines.
Identity in Motion
Motion played an essential role in designing the Fios TV experience. Part of the process lay in defining key “Hero” interactions and using subtle motion to emphasise them. A delicate balance needed to be retained between making the experience entertaining and making the it as effortless as possible. We developed a Fios Motion Language based on a set of common behaviours covering all types of transitions and animations, and providing cubic bezier parameters for future development.
Moving beyond Product
The final piece of the motion language lay in designing a boot sequence for the Set-Top-Box, a core piece of motion work that would exist beyond the TV product and cross the line into advertising usage. We had the great opportunity to lead the development of the Fios motion identity, working closely with the Verizon Brand team and their partner agencies.