Project Gold
NOW
Art Direction, Design, CRM, Digital Marketing, eCommerce, TV
2025
Overview
At the start of 2025, NOW underwent a landmark digital transformation, migrating to NBCU’s Global Streaming Platform. This "Project Gold" evolution was designed to leverage cutting-edge technology and innovative customer features to enhance the viewing experience for millions. My primary objective was to spearhead the marketing communications for this transition, translating complex platform upgrades into compelling, benefit-driven narratives for both our active and lapsed customer bases. But that's not all…
To support this monumental UI overhaul, I managed the production of over 1,000 assets, including channel logos, sports badges, and sprites optimised for high-resolution TV displays. In a project of this scale, maintaining pixel-perfect consistency was vital to preserving brand integrity during the platform’s most significant visual refresh. Beyond volume production, I led the creative direction for a bespoke set of genre icons, specifically designed to help users navigate the upgraded interface with ease.
To complement the platform migration, I spearheaded the launch email strategy, which successfully rolled out new profile avatars and enhanced personalisation features to the NOW base. Central to this launch was the debut of the 'Showcase' – a bespoke, high-impact layout to elevate our most premium titles through immersive imagery.
