Quibi had started building an early visual identity and brand voice/personality with another agency and wanted help getting it over the finish line. They wanted to make sure their visual identity worked across all mediums and was flexible and scalable given the amount of creative they were going to produce - from out of home billboards to social posts to trailers. With this in mind, the marketing team established a brief for an evaluation of the brand identity derived from the need to determine if the work done to date was right or needed to be evolved.

We began with an thorough analysis of the existing brand identity to understand how each element worked and if they could scale to fit Quibi's needs across all platforms. Our evaluation determined that the logo mark looked dated and was constructed with a five color gradient that showed banding. Also, black as the dominant color for the brand caused it feel very heavy visually and did not speak to the aspiration of the brand and it's content.

The final branding system consists of an optically kerned logo type and a Q logo mark with one color vs the previous five color gradient. The color palette includes an energetic range of vivid purples. The resulting brand identity reflects the dynamic content Quibi was delivered and invites audiences of all backgrounds and origins to enjoy watching it.