IFLIX

Helping shape a brand from its inception is what I live for. This was the case with IFLIX –now with over 25M subscribers.

Approached directly by IFLIX co-founder and group CEO, Mark Britt, my brief was actually quite… brief. Not because the brand and the idea wasn’t huge and in full-swing development – but because it was still in the technical stage and lacked any personality. IFLIX needed a personality so people could feel something towards it, so investors could choose to invest in it, and so consumers could choose to like it. I was tasked with conceptualising that personality and using it to write multiple pieces of collateral. In Mark’s words exactly, ‘Have fun with it.’ So I did.

I gave IFLIX a charismatic, fun, but rebellious personality through brand values, a manifesto, IFLIX culture, and voice and tone. I wrote this personality into everything required for launch from email disclaimers to employee contracts, investor presentations, style guide, headlines, the app and the website copy.

IFLIX now has more than 25M subscribers, and you can still see this original personality shining through.