HBO Max

360 Marketing + Branding

HBO Max is a brand built on culture-defining content. From films, documentaries, and original series to the Warner Media Discover catalog of brands, HBO Max has expanded its reach into a plethora of content types and platforms.

Services

Design
Animation
CG / VFX
Editorial
Finishing
Beauty

Credits

Creative Director: Lawrence Nimrichter
Design: Frank Glinski
Animation: Yoon Jang, Ace Ji, Frank Glinski

A gradient is more than colors. It's a strategy that reflects the spectrum of content & audiences.

It's a strategy that reflects the spectrum of content & audiences.

We helped to build that into a brand that highlights while not distracting from the hero of any streaming platform: the content itself. Branding is only as good as how it's executed in the market. And like any good brand, it's all about how audiences come to feel about it—and what they'll remember.

Redefining The Process

The Curtain

We worked closely with the client to develop a new design and animation framework that would help put the creativity of its iconic shows front and center. That meant developing a more authentic, insider point of view for the brand across all audience touchpoints.

Brand Language & Systems

Certainly, we took some liberties as nobody has seen how this plays out in real time under a microscope. However, we aimed to keep it rooted in reality in terms of how molecules move and form, as well as how a glycation reaction would occur on skin proteins. We used Houdini, Nuke, Flame and Redshift to create the visual effects.

Omnichannel Marketing

The interesting thing about this process is the branding and the marketing design were developed in tandem. This is an unusual process but it made sense in this instance. A brand only works if it works in practice. Which we had a ton of! From Banner ads, OOH Billboards, Social integration & takeovers. As the brand evolves bespoke content is created to push relevant messaging to targeted audiences.

A  Cohesive Global Brand

International Brand Guidelines Site

When you're launching a global streaming service everything needs to be aligned. From the way the brand looks to how it behaves, every element must be consistent and on-brand.

That's why we created HBO Max's Brand Platform: a set of guidelines that keeps international teams all on the same page by establishing a cohesive experience for users. The platform includes language translations and animations to help explain the rules clearly—and they're designed specifically for HBO Max's visual grammar, so they feel right at home in the interface.



The platform also includes backend tools that allow for easy updates so that everything is kept aligned with evolving brand standards.

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