Sling Brand Expansion
The Ask
Sling TV 2024
The Sling rebrand expansion was crucial for the client to stay competitive in an increasingly crowded streaming market. As consumer behavior continues to shift towards digital-first interactions, Sling needed a refreshed visual identity that resonated with a more tech-savvy audience while staying true to its core brand values. The existing branding, while familiar, had started to feel dated, lacking the modern appeal necessary to capture the attention of newer, younger users.
The client wanted us to infuse new energy into the brand to reflect their innovative offerings and differentiate them from competitors. By modernizing Sling’s look, the goal was not just to keep current users engaged but also to appeal to a broader audience and position Sling as a cutting-edge service that stays ahead of the curve in both design and user experience. The updated brand identity was also important for improving user retention and engagement metrics, aligning the visual experience with Sling’s evolving product roadmap and market strategy.
The Process
As the lead designer on the Sling rebranding project, I worked closely with the client to evolve their visual identity and reinvigorate their brand presence across all digital platforms. After a deep exploration of Sling’s core values, target audience, and market position, we crafted a refreshed brand identity that not only modernized their look but also enhanced the way users engaged with the service.
We explored a number of paths to expand the Sling branding in the year to date. To translate Sling’s customizable control available to customers, we created a visual identity that can be endlessly remixed to embody that flexibility.
Opening up the design system allowed Sling to shine with pops of its own unmistakable personality. Vibrant infusions of color, which can be seen in campaign work above, was a powerful way to break away from the backdrop of the dark gradient. Not only does it hook eyeballs and stop thumbs, it’s a way to highlight subjects and create negative space that still feels full. Gradient application exploration enables far more expression and variation, and take the brand out of its comfort zone and into the full spectrum of unexpected, unpretentious, and undeniable.
The Result
The creative process involved extensive research into Sling’s user demographics, competitors, and industry trends, which guided the development of new design elements that both aligned with Sling’s heritage and positioned it for future growth. Our team implemented subtle but impactful changes, such as refining typography for clarity, introducing a more dynamic color palette, and crafting fresh iconography that reflected Sling’s tech-forward identity.
The clients were thrilled with the outcome, describing the project as a "perfect blend of modern appeal and brand continuity." This project not only elevated Sling’s digital presence but also laid the foundation for future brand extensions, ensuring that their visual identity remained agile and adaptable in a fast-evolving media landscape.