Turning a content library into a portfolio of brands.

As Lionsgate expanded into FAST streaming, we worked with the team to turn its deep film and television library into a growing family of distinct channel brands.

The challenge was bigger than naming individual channels. We needed to create destinations that made huge collections of content immediately understandable and compelling to specific audiences, while building a system that Lionsgate could continue to expand over time.

I worked across the strategy, positioning, naming, and architecture of the portfolio, helping define both the individual channel propositions and the logic that connected them. The work ultimately contributed to a growing ecosystem of Lionsgate streaming brands designed around genres, audiences, and viewing passions.

Brand Strategy / Positioning / Naming