DivX

Redefining a brand and its products

DivX came to Method in need of a fresh rebrand to go along with the launch of their new TV product, DivX TV. Method delivered a refreshed, vibrant new DivX identity, a clearly defined DivX TV product, as well as an implementation plan and tool set for internal education on the product. The new DivX logo represents the core promise of the brand: to connect people to entertainment, on any platform or device, at any time.

www.divx.com

Challenge

As a creator, distributor, and licenser of digital video technology, DivX helps consumers enjoy a high-quality video experience on any device or platform. Already well-known for their video compression technology and media player, DivX was getting ready to release their new TV product, DivX TV, and came to Method looking for a rebrand to go along with the product launch.

Approach

With a new TV product launching, it was time for DivX to communicate the product’s position, as well as create a stronger brand identity able to connect the DivX brand with its consumers and partners. Articulating the brand’s value was key, as awareness of the brand had felt fragmented. Method began by gaining a deeper understanding of DivX’s target consumer needs and wants, defining a product architecture, naming guidelines, and a brand platform.

In-depth audience research guided Method’s decisions about product features, as well as interaction, content and visual design.

Method understood that consumers want premium content, and they want it to be easy to find, easy to view, and available on demand. DivX’s growing content library and ability to deliver a consistent user experience across platforms primed the brand to deliver on the high quality experience consumers were looking for.

Outcome

Method identified DivX as having a central role in the fundamental shift in how and where people experience digital entertainment. DivX enables the convergence of consumer electronic devices, the media and entertainment industry, and the Internet. To match this offering, Method delivered a refreshed, vibrant, new DivX identity. Pure cyan and black provide a modern and crisp backdrop to the DivX brand, while bright yellow and neon green create an unexpected contrast against the saturated black and intense blue.

The new DivX logo represents the core promise of the brand: to connect people to entertainment, on any platform or device, at any time.

Additionally, Method helped to establish a clearly defined DivX TV product and developed an implementation plan and tool set for internal education on the product.

We wanted to improve our look and better communicate how DivX can add to your entertainment experience. DivX is all about connecting people and entertainment and our goal is to bring high-quality video to all the devices you use.
DivX Team
What’s different about DivX’s approach to bringing Internet TV to your living room is that it doesn’t require you to purchase a separate hardware box to funnel the content.
Mashable