Sling Brand Expansion
The Ask
Sling TV 2024
The Sling rebrand was essential for the client to remain competitive in the crowded streaming market. As consumer behavior shifts toward digital interactions, Sling required a refreshed visual identity to appeal to a tech-savvy audience while maintaining core brand values. The existing branding felt dated and needed modernization to attract younger users. The client aimed to energize the brand, reflect innovative offerings, and stand out from competitors. The updated identity was crucial for user retention and engagement, aligning with Sling’s evolving product strategy.
The Process
As the lead designer for the Sling rebranding project, I collaborated with the client to update their visual identity and strengthen their brand across digital platforms. Through in-depth analysis of Sling’s values, audience, and market, we developed a new brand identity that modernized their appearance and improved user engagement. We explored various ideas to expand Sling's branding this year. To showcase Sling’s customizable features, we designed a visual identity that users can remix for flexibility. This open design approach allowed Sling to express its unique personality with vibrant colors, which stand out against dark backgrounds. These colors attract attention and effectively highlight subjects while creating engaging negative space. By exploring gradient designs, we added more variation and took the brand beyond its comfort zone into a bold, approachable style.
The Result
The creative process involved researching Sling’s user demographics, competitors, and industry trends, shaping new design elements that honored Sling’s heritage while facilitating future growth. We made subtle yet impactful changes, refining typography, introducing a dynamic color palette, and creating fresh iconography to reflect Sling’s tech-forward identity. The clients described the outcome as a "perfect blend of modern appeal and brand continuity." This project enhanced Sling’s digital presence and established a foundation for future brand extensions, ensuring an agile visual identity in a rapidly changing media landscape.