QVC
EVOLVING A DYNAMIC BRAND
QVC engages millions of worldwide fans through a unique approach to product discovery, across a dynamic collection of classic brands and fresh new products. Shoppers continue to develop intensely loyal relationships with QVC through their much loved on-air personalities, story-driven product features and award-winning customer service.
When QVC wanted to evolve their brand identity, Charley was tapped to work with their internal teams in creating a new visual system that would attract younger shoppers without alienating their existing core audience. Our goal was to help cast a broader net to reintroduce QVC to shoppers who may have an outdated view of the brand, as well as a younger generation who may be meeting them for the first time.
As QVC expanded digitally, it was essential to establish a photography style that was intimate and candid and a color palette that was vibrant, warm and friendly. By choosing a clean, modern font with rounded letterforms, the brand communications feel fresh to younger audiences and yet approachable to their existing fans. From brand guidelines, marketing and advertising campaigns to global corporate communications, Charley was a catalyst for the internal team, sparking new ideas to envision where the brand could go.
PROJECT SCOPE
Brand Strategy
Brand Visual System
Marketing Communications
Advertising
Digital Experience
Web Design
Engaging passionate customers
Photography was a huge part of evolving the brand look-and-feel. We created energy with lifestyle images that felt intimate, contrasted against products shot close-up, at surprising angles. We wanted to capture QVC’s brand positioning as “the joy of discovery” with every communication.
Energizing global teams
As QVC grew their footprint around the world, their annual internal report needed to connect with an ever-expanding audience. Charley worked closely with the QVC marketing team to help engage and energize their global teams through a showcase of the year’s achievements and continued evolution of their brand.
Celebrating 25 years with QVC
For QVC’s 25th anniversary celebration, Charley was asked to design a visual identity system positioning QVC as a trendsetter with relevance to fresh audiences. 25 to Watch was introduced during New York Fashion Week, bringing a spotlight to 25 notable brands and personalities that were launching new projects with QVC. The graphic identity evoked the energy of social media buzz and excitement of making a new discovery.
