Start TV Visual Identity and Product Launch
Start TV marked Start.ca’s entry into IPTV, offering a flexible, affordable alternative to traditional cable. The launch was a strategic move to increase customer retention and provide more value to existing internet subscribers. The service required a full visual and messaging rollout to introduce the product and support a smooth customer transition.
Company: Start.ca
Product: IPTV Service
Launch & Packaging Design: Hilary Lucio
Launch & Packaging Creative Direction: Janet Siddall Smith
Account Setup UI & UX: Hilary Lucio
Account Setup Developer: Evan Lawless
Hardware Product Photography: Hilary Lucio
The objective was to build excitement and drive sign-ups for the long-awaited service. Visually, the work needed to reflect a fresh, accessible tech experience that still felt grounded in the Start brand.
The direction shifted partway through the campaign, from bold and disruptive to strict adherence to Start.ca’s parent brand. This pivot meant stripping out initial concepts and recalibrating partway through production. Hardware details were still evolving during design, which led to rework on the packaging. Plus, because IPTV was relatively new to the market, everything needed to double as education.
The branding leaned into energy, accessibility, and optimism — balancing trustworthiness with a sense of modern excitement. The visual identity was crafted to reflect Start.ca’s tone while introducing something distinctly new, using bold colours, stylized iconography, and a confident voice. Design decisions centred on generating buzz and giving a face to a long-anticipated product, creating a cohesive experience across campaign materials, packaging, and interface elements.
