Situation

A subsidiary of France Telecom/Orange and GlobeCast America, MyGlobeTV is a new OTT (over-the-top) provider of more than 200 channels from around the world. Multiple access points—TV, computer, iPad, smart phone and gaming console—conveniently provide relevant, timely and high quality international content to America’s fast growing multicultural, multilingual communities.

Challenge

The brand positioning must appeal to diverse global audiences for whom English may very likely be, at best, a second language. Marketing materials must be graphically arresting with layouts simple and copy easy to understand.

Solution

Leader Creative developed a comprehensive branding program that included strategic positioning, the naming of the service, the tagline “The World. Your Way,” the graphic identity, website graphics and program implementation.