Flama: Lighting Up a New Segment
Strategic Challenge
As many brands do, Univision faced the challenge of figuring out how to reach today’s millennial generation interested in Hispanic culture. They quickly recognized the need for a new over the top (OTT) platform devoted specifically to this very hard to reach particular demographic. But, what to call it, how to brand it? Not knowing where to start, Univision summoned various agencies to present their creative ideas.
Creative Solution
Following our “branding by the people” philosophy, we flooded our studio with millennials interested in Hispanic culture – and set them free to develop everything from naming ideas to brand identity systems. The name “Flama” was born and pitched to Univision where it immediately floated to the top among all agencies. Due to the authenticity of the concept, the name developed into a full visual identity system and motion graphics for both web and mobile.