Crave — Launching the Nation’s Leading Streaming Platform
Role: Design & Brand Director, Executive Creative – Bell Media
Scope: Brand strategy, digital product design, launch campaigns, marketing ecosystem
Scope: Brand strategy, digital product design, launch campaigns, marketing ecosystem
Context —
Bell Media aimed to launch a new streaming service in a highly competitive market dominated by global platforms. The challenge: build a cohesive brand and product experience that would feel premium, trusted, and unmistakably Canadian, while scaling across multiple digital and physical touchpoints.
Challenge —
Establish Crave as a recognizable, premium brand in the crowded streaming category.
Integrate brand expression seamlessly into the product experience and across marketing campaigns.
Align multiple teams (product design, marketing, UX, content, and production) around a single design system.
Drive measurable subscriber growth from launch.
Approach —
Developed a holistic design system encompassing UI, visual identity, motion, and campaign assets.
Created unified brand guidelines that translated to digital products, marketing campaigns, social content, OOH, and experiential activations.
Led a cross-functional team of designers, copywriters, product leads, and marketing specialists, mentoring junior and senior staff alike.
Integrated performance metrics and user testing into creative iterations to ensure design decisions drove both engagement and subscriptions.
Creative Highlights —
Brand & Product Integration: Every touchpoint—from OOH ad to streaming interface—reflected consistent typography, colour, and motion principles.
Campaign Cohesion: Launch campaign spanned TV, digital, social media, and OOH, all echoing the product experience.
Interaction & Visual Design: Polished, intuitive interfaces with a premium, cinematic feel, enhancing trust and usability.
Outcome —
Subscriptions doubled in the first year post-launch.
Crave became Canada’s #1 VOD streaming platform.
Awards & recognition:
• W3 Awards (2 golds, 2 silvers)
• Promax Awards (multiple wins)
• RGD In-House Award for design leadership
"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, RGD Judge's pick
