Launching NOW for a new generation.

Following a decade in Europe, NOW launched in the US with Xfinity, introducing the brand to a new audience while staying connected to Xfinity’s wider ecosystem.

Built around the persona of the Calm Optimist, the identity balanced freshness with a more premium expression, creating a distinct voice for the US market. I worked across the visual system, experience and launch campaign, helping shape how the new brand came to life across channels.