QVC

STRATEGY x DESIGN

FOR THE LIFE YOU LOVE

QVC came to us for a new brand position and brand identity. Without turning away their established core audience, QVC wanted to attract a younger shopper audience while communicating the evolution of their retail experience into the digital space.

Moxie collaborated seamlessly with the QVC marketing communication and design teams in launching their new brand across their vast range of consumer touchpoints from digital, to print, to set design and programmable content.

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THE
ASK

QVC, the third-largest e-commerce retailer in North America, wanted to attract younger shoppers by redefining their brand and expanding their TV retail model across social, mobile and digital spaces. Being an established brand of over 30 years, they needed to pull this off without turning away their older, very established core audience.

THE
INSIGHT

QVC isn’t just a shopping destination. QVC is a community of hosts and storytellers who create enjoyable shopping experiences through engaging content.

THE
SOLUTION

Moxie developed Brand Positioning, Brand Strategy and a new Brand Identity for QVC. The new brand is centered around the philosophy of Daily Discovery and highlights to a new audience how QVC knows the difference between just showing and showcasing — just shopping and experiencing.

The new brand logo we designed consists of three key elements. The outward Square represents the screen in which the Q and Q’s content is experienced within. The inner circle implies the feeling of exploration and a two-way conversation with the Q’s storytellers and hosts. The line descender functions as the handle of the circle’s focus. Together the form, in combination with the new palette, look, feel and voice creates a brand evolution that connects Q more deeply with their existing audience while also casting a wider net to a younger generation who may be meeting them for the first time. The framework allows for daily discoveries through compelling stories, vibrant personalities and personalized content.

THE
RESULTS

The new expression and branding were a success both externally and internally, providing a North Star for the brand’s transformation.

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