Peacock 2.0

Shortly after Peacock launched in July 2020, the main goal became to create a “premium” experience to attract paid subscribers. This led to the Peacock 2.0 project, aimed at developing a clear editorial and visual system to showcase our growing premium content. It was also a chance to refine the Peacock brand’s voice in product design and the overall customer journey, something that was overlooked during the initial launch rush.

Central to this project was the need to gather insights from our internal teams and NBCU partners. We sought to understand what aspects of the Peacock brand had succeeded over the past year, which faced challenges requiring new solutions, and which areas needed more attention. Through stakeholder interviews, we found several ways to enhance our brand image, applying design strategies across different areas. This resulted in a new brand design system that benefited all teams, strengthening the designs in Originals, Sports, Brand, Product, Social, and CRM, while promoting a better premium experience.