Lionsgate+® on Amazon Prime
Lionsgate+® is Lionsgate’s premium streaming platform, available through Amazon Prime, offering subscribers access to blockbuster entertainment.
Lionsgate® launched Lionsgate+® to bring together blockbuster films, acclaimed series, and exclusive entertainment that subscribers can immerse themselves in. A curated collection of content that is equally familiar as it is bold. Working with Compadre®, we helped develop the visual identity system for the launch of the new platform.
The creative "challenge" was to create a brand that felt distinctly Lionsgate+, while maintaining a clear connection to the equity and recognition of the parent Lionsgate® brand. The identity needed to be scalable, adaptable, and capable of performing across a wide range of digital products, marketing campaigns, and global touchpoints.
The result was a flexible, but recognizable brand system.
The core icon.
Hidden in plain sight.
Uncovering the Core Mark
The Lionsgate+® identity was derived directly from the subscriber experience. Rather than introducing an arbitrary symbol, we looked to the platform itself for inspiration, exploring how users interact with and navigate the content catalog. Through this process, the plus sign emerged as a natural extension of the interface, abstracted from the intersecting rows, movement, and visual rhythm created while browsing Lionsgate+'s curated catalog.
The angled cuts and segmented forms echo the way content flows across the screen, transforming the catalog into a distinctive and ownable brand asset. While the discovery was simple in hindsight, it emerged through extensive exploration and pressure-testing of numerous directions before proving to be the strongest solution.
As titles, genres, and featured content evolve over time, the catalog remains the constant: a curated collection of stories and experiences. That idea became the foundation of the identity system, informing not only the Lionsgate+® mark, but a broader visual language that extends across product, motion, marketing, and brand applications.
Pressure Testing the Possibilities...
Identity in Use
After the client landed on a direction, we began translating their select into use-case applications via templates, banners, animations, and more.
These applications showcase how the Lionsgate+® identity extends beyond the logo and create a cohesive visual language across digital, physical, and promotional experiences.
Each touchpoint reinforces the brand while demonstrating the versatility and impact of the system at scale.
The launch of Lionsgate+ presented an opportunity to create a brand that felt connected to the legacy of Lionsgate while confidently establishing its own identity in the streaming landscape. Through exploration, refinement, and a focus on flexibility, the resulting system was designed to scale across every touchpoints from the smallest app icon to large-scale campaigns.