The key objective was to give SKY a platform from which to build the next iteration of its business. The main challenges included: low understanding of brand across the business, a large and disparate portfolio of channels, products and services, as well as being perceived as a faceless money-grabbing monolith.

The new brand dials up SKY’s passion for content – we wanted this fanaticism to shine through to employees and visitors.

We used the new identity to give the site a ‘movie lot’ feel. Oversized signage on the exterior of the buildings gave this tired industrial estate in Auckland a Hollywood makeover. We introduced quotes, from classic movies and TV shows, to inspire staff and act as a daily reminder that they work in the entertainment business.

Our aim from the off was transformation from the inside-out. Across an employee survey there has been a 6% increase in ‘I feel a sense of commitment to SKY’ and 10% increase in ‘I would recommend SKY as a great place to work’.

Externally, the Favourability Score in media sentiment tracking increased by 2% and gross churn is now 13.3%, down from 14.6%.

Moreover, the rebrand has given SKY the platform to change the way Kiwis experience entertainment. New Zealand now has a brand it can trust to guide it through the next 20 years of TV.