The company business strategy focuses on active development of new channels and attraction of new audience — young, fashionable, advanced users. ivi.ru offers them licensed video content, including movies, individual channel ivi.tv, online video streaming service that allows users to create customised music and video playlists music.ivi, unique online video streaming service for kids deti.ivi and movie news feed called «Captions».
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.
The main task was to create a new brand identity system that would allocate the online video streaming service among its competitors, improve brand retention, be easily adapted to different media and work in all media channels — from print advertising to interactive online projects.
Familiar to all ivi.ru users bright pink color has been saved as a major one. It was a crucial moment, because the users unmistakably associated this color with ivi.ru platform. But the brand can’t exist in one color, that is why bright pink became the «shell» several internal layers were added. From plain and in-line ivi became dimensional and multi-faceted.
Alexandr Zagorsky, Depot 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.»
Dmitry Pashutin, 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 makes the brand perfectly adaptable. We hope that ivi.ru users will be pleased with our solution.»