Where is the brand?
The absence of an integrated visual system became the reason many users were not aware on what resources they were watching a movie. Usually people in Russia search for movies by typing their name directly in the search engine, and after clicking the link they immediately receive the video player window. In this case people don’t go through ivi.ru website and don't contact its identity. The new visual system is to solve this problem and connect high-quality videos and ivi.ru brand in their minds.
A large number of channels used by ivi.ru(web, mobile, apps, smart-TV, video games) and a huge flow of external communications, including co-branding, required flexible and systematic approach to the development of corporate identity.
This simple image was transformed into flexible graphical concept that became the key element in the new identity of ivi.ru.
Depot WPF creative director:
"Motion-branding tool becomes relevant when the digital environment dictates its own new rules of visual system construction — motion, flexibility, game. We can say that the active consumption of video content both on the Internet and pay TV channels gives a powerful impulse for the development of corporate branding: new and interesting solutions appeared and their implementation could not be possible in a static "analog" environment.
Earlier this kind of branding was developed in TV-ads: simple animated cutaways between the movies and programs. Today branding is also embedded in the body of the movies without upsetting the viewrs’ sence. At any time the viewer needs to understand that he is watching a movie on our platform".
director of media research and strategic intelligence of ivi.ru online video streaming service:
"ivi.ru users make an eye-contact with online video streaming service at different platforms: iOS, Android, Windows Phone, Windows 8, Smart TV, Apple TV, Xbox and, of course, on our website. A great amount of options for the contact with the service motivated us to upgrade ivi.ru identity. We need users to identify the product by different types of devices. Moreover, care about user experience and improvement in viewing quality are among the main priorities of ivi.ru brand strategy. New identity created by Depot WPF makes the brand perfectly adaptable. We hope that ivi.ru users will be pleased with our solution".