DEFY is one of the largest creators of digital content for young people in today's media environment. Its portfolio of channels and shows cumulatively rack up over 800 million views per month. But despite their massive reach, DEFY earned limited industry recognition and advertiser traction. With a highly diverse portfolio spanning gaming, comedy, and lifestyle, DEFY needed an iconic, unifying identity.
DEFY is leading a new era of media that resonates with the young, building revolutionary, obsession-worthy brands. Our visual system springs from what DEFY is achieving in its industry: emerging where others recede. The logo, an iconic, partially knocked-out wordmark, fully fills a 16:9 frame, referencing the aspect ratio of digital media. We broadened their usage of color with a bright and dynamic palette that enables DEFY to flexibly take on the colors of its many sub-brands, or take inspiration from content. Monumental and vibrant, the new brand identity plants a flag for a fundamentally new approach to media.
The new brand system was launched at IAB's Digital Content Newfronts, the largest and most heavily publicized moment of the year for DEFY. The system was on display in their keynote presentation, the full theater takeover, a massive digital marquee screen outside Playstation Theater in Times Square, and extensive branded merchandise.