Soon after the successful launch of Peacock in July 2020, the service's primary focus was to build a "premium" experience that would drive paid subscriptions. Thus, the Peacock ReDesign assignment was born to develop a visual system to better highlight our growing premium content. It was also an opportunity to sharpen, expand, and articulate the voice of the Peacock brand, reflected in our product design experience and across the entire customer journey, with a special focus on the lower funnel - something that was not leveraged during the mad scramble at launch.

At the core of this endeavor was the opportunity to learn from all of our internal teams and NBCU partners by asking pressing questions; what aspects of the Peacock design had been working successfully over the past year, which elements had unearthed challenges that required new solutions, and which areas of the business had been underserved. We interviewed key stakeholders and identified several opportunities that would strengthen our brand image, using design solutions across various work streams. The result was a new brand-design-system that supported all parties, that impacted all of the designs on my team: Originals, Sports, Brand, Product, Social, CRM) which would optimize the ecosystem, while emphasizing the promise of an enhanced premium experience.