KINOM branding
Клиент
Beeline TV
Рабочая группа
Creative Director: Margarita Urmantseva
Art Director: Timur Nusharov
Designers: Alisher Rakhimov, Abdulaziz Abdurakhimov, Shodiyor Djurabekov, Bozhena Ivanova
Задача
Background:
The majority of movies and TV shows in Uzbekistan are unlicensed content. Official content is provided only by major platforms. One of the market leaders is the Beeline TV service. However, to communicate the possibility of use beyond just Beeline subscribers, it was important to change the platform's positioning. A new brand needed to be created that would resonate equally well with audiences of different ages, and its name would be understandable regardless of the language spoken.
Solution & Execution:
We began analyzing the cultural habits of Uzbeks and discovered an interesting insight — people who speak Uzbek never use the word "film" (movie) to describe a movie; instead, they use the general term "kino". We liked this idea. But to add a touch of locality to the service, we decided to complement the word with an ending in the form of the letter "m". In Uzbek, words that end this way often indicate possession — mine, my, my own. Thus, the phrase "my movie" transformed into KINOM.
To communicate the video content of the platform, we decided to use a symbol that every digital content user sees and recognizes — the screen expansion icon. We also found additional metaphors — the focus icon in a camera and the iconic gesture directors use to frame a shot with their fingers. This is how the KINOM logo was born.
We realized that the logo would serve as a great container and could easily scale. This decision greatly simplifies the work for the team assembling posts and ad layouts, regardless of the placement format.
Another killer feature of the logo is its ability to be used as a marker on layouts, highlighting interesting facts for users and demonstrating the brand's expertise.
Despite its museum-like and monumental nature, KINOM is designed to help users, so we made every effort to humanize it in the development of its tone of voice. The brand doesn't boast about its knowledge; instead, it strives to educate users in a language they understand.
For branded materials, we turned to the cinema. As a result, the merchandise features humorous phrases and wordplay, references to movie genres, and even lists of recommended films for those who never know what to watch.
For example:
The best supporting dramatic role (written on t-shirts);
The main character (written on raincoats).
Results:
The official launch of the project is scheduled for September 2024. However, two teaser stages have already been completed, announcing the launch of beta testing. The app is already available for Android users, and the content library is being filled with new material. An advertising campaign has also been launched in partnership with Yandex's ecosystem, allowing users to purchase a KINOM subscription at a special discounted rate. Considering the existing Beeline TV user base of 1+ million, the platform developers as well predict audience growth across all age groups thanks to the friendly and clear positioning update. At present, the brand has already announced partnerships with Amediateka, Wink, Setanta, Start, Premier, IVI, Megogo, and Viju.
