Work/TV guide app

A TV guide you can try from the homepage.

MyTVGuide turns a TV box into a proper programme guide and player for the TV service people already pay for. It had a working product, a plain website and no real logo. We designed its identity, made the full brand kit for the app stores, the app and the web, and rebuilt the website around the free trial and a guide visitors can drive themselves.

Sector: TV guide app
Scope: Identity, brand kit, website
Timeline: Four days
Status: Rolling out

mytvguide

The new site, recorded top to bottom.

The client

A better guide for the box you already own.

MyTVGuide is a paid app for Android TV, Google TV, Fire TV and Android phones. People bring the TV service they already pay for, and the app turns it into a cable-style guide, with pause and rewind for live TV, search across everything that's on, a favourites list for each person at home, recording and catch-up.

It doesn't sell or provide any channels. It makes the ones people already have easier to watch, and it runs in 17 languages.

Plans: Solo $19.99 a year, Duo $24.99 for two devices
Trial: 14 days free, every feature
Devices: Android TV, Google TV, Fire TV, Android phones

Where they started

A good app behind a plain page.

There was no real logo, just a small icon with the name typed beside it, and nothing made for the app stores. The website worked, but it looked like a template: a flat navy gradient, rounded cards and pill buttons, seven features given equal weight, and still pictures of a product people use on a TV.

The best offer, a 14-day free trial, only appeared near the bottom of the page, in the pricing, behind a generic “Get started”.

The product was good. Nothing on the page made it look worth paying for every year.

mytvguide

The old site, top to bottom.

What needed fixing

Five problems, one brief.

01
No identity
Nothing ownable on the Fire TV home row, in the app stores or in a browser tab.
02
Everything equal
Seven features with the same weight, so nothing set it apart from other TV players.
03
The offer, buried
The free trial, its best offer, sat in the pricing section near the bottom.
04
Nothing to try
Screenshots of a TV product, and nothing a visitor could actually use.
05
Not worth paying for
It didn't look like something to pay for every year.

The identity

The bar under every show.

Everyone who watches TV knows the progress bar: the programme, played up to the playhead. MyTVGuide's logo is its name with that bar underneath, “TV” and the bar in light blue and the playhead in the same yellow as the app's play button. It reads as TV straight away, and it animates naturally: the bar draws in and the playhead slides to its mark, like resuming a show.

The symbol is a TV showing the four colour keys every remote has, recoloured to the brand, on a wide base so it never reads as a computer screen.

Their call

Their brand, their call. We showed the owner directions in four rounds over a single day, and every decision was theirs: the wordmark, the colours, the symbol and the wide base it stands on. We refined what they picked and built exactly what they asked for.

round 1

Round 1 · Three directions

round 2

Round 2 · Refining the bar

round 3

Round 3 · The TV symbol

round 4

Round 4 · The wide base, chosen

188 files, ready for every store.

Logos in every colourway, Fire TV and Google Play art at each store's exact sizes, the app's launcher icons and TV banner, web icons, partner banners and two logo animations. Everything is generated from the logo's own outlines, so the whole set stays consistent and rebuilds in seconds if anything changes. It all lives on one page with a one-click download.

Navy#0A1230

Deep blue#14224E

Brand blue#4D8DFF

Light blue#9DC1FF

White#FFFFFF

Play yellow#FFE234

Geist ExtraBoldHeadlines

GeistText

Geist MonoTimes, channel numbers and codes

wordmark launch

The launch animation.

stacked intro

The stacked intro: the keys light up like a press on the remote.

brand kit

The kit, on one page.

brand kit

The logo family, and when to use which.

fire tv tile

The Fire TV tile, inside Amazon's safe area.

The website

01 · The guide

Try it before you read about it.

A working copy of the app's guide sits in the hero. Surf channels with the arrow keys, switch between its six colour themes and watch the preview window play. Every screen is live code with made-up channels, not a screenshot, so it stays sharp at any size.

mytvguide

02 · Pause and rewind

Scroll to rewind.

Life doesn't pause, but the TV can. A clip plays under the app's real player bar, and scrolling scrubs it back and forth, so visitors feel the feature instead of reading about it.

mytvguide

03 · Search

Find it, then watch it.

The app's Live TV Search pop-up, working over the demo schedule: type and it finds programmes, not just channel names.

mytvguide

04 · Favourites

A list for everyone at home.

Pick a person, Everyone, Sam, Mia or Kids, and the guide swaps to their favourites.

mytvguide

Built to convert

Every change has a job.

There are no launch numbers yet, so here is what we built for conversion, and why.

01
One warm colour, one action
The whole site is blue. The only warm colour is the app's own play-button yellow, and it's used only for the free trial, so the eye always finds the next step.
02
The offer, up top
“Start your 14-day free trial” is in the nav and the hero, with the price and “cancel any time” right under it.
03
Free first
On both plans the trial is the main button, and buying outright is the second choice.
04
Asked at the right moment
The trial comes back straight after the two most persuasive demos, and again in the sign-off.
05
Proof by doing
Visitors drive the guide, search the schedule and scrub a rewind instead of reading a list.
06
Objections answered
Which boxes it runs on, what to do with a Samsung, LG or Roku TV, QR activation with no typing, and a plain note that it sells no channels.

Before and after

The same product, side by side.

Both sites recorded the same way, at the same size.

before

Before

after

After

MyTVGuide homepage before the redesign — HomepageDrag to compare

MyTVGuide pricing after the redesign — PricingDrag to compare

MyTVGuide pricing before the redesign — PricingDrag to compare

The result

01
An identity it owns
A logo and symbol that read as TV at a glance, from the Fire TV home row to a browser tab.
02
Ready for every store
188 files at the exact sizes Amazon and Google ask for, all from one set of outlines.
03
A site that sells the trial
The free trial up front, and a product visitors can try before they read.

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Studio: Toronto

A TV guide you can try from the homepage.

A better guide for the box you already own.

A good app behind a plain page.

Five problems, one brief.

No identity

Everything equal

The offer, buried

Nothing to try

Not worth paying for

The bar under every show.

188 files, ready for every store.

Try it before you read about it.

Scroll to rewind.

Find it, then watch it.

A list for everyone at home.

Every change has a job.

One warm colour, one action

The offer, up top

Free first

Asked at the right moment

Proof by doing

Objections answered

The same product, side by side.

An identity it owns

Ready for every store

A site that sells the trial

Victory Vault

Let's talk about your project.