Crave — Launching the Nation’s Leading Streaming Platform
As Design and Brand Lead for Bell Media’s flagship streaming platform, I led the brand advertising design, systems design and digital product design for the launch of the all-new Crave service. The challenge was not just marketing a new product—but creating a cohesive brand and product experience capable of competing with global streaming leaders.
My team developed the design system and launch creative across the full ecosystem: digital product interfaces, campaign creative, platform marketing, and integrated media across broadcast, digital, and out-of-home. The goal was to ensure the product experience and brand expression felt unified, premium, and unmistakably recognizable.
The launch more than doubled Crave’s subscriber base within its first year and established it as Canada’s #1 VOD streaming platform, earning multiple industry awards including W3 and Promax honors.
RGD Judge’s Pick:
"Absolutely stunning. This is a huge step up from Crave’s previous branding and really serves to elevate the brand. The palette and gradients are unique. It meets the challenges and more. Bravo!" – Amanda Parker
