The Scene was built around a single driving principle - to shift from an aggregator to a curator. While Condé Nast’s publications produce a high volume of premium video content, we needed to develop a product that offered uses a unique and differentiated video experience.

To develop a curated video experience, we introduced content packages as the foundation of the new site. Content packages recontextualize single videos from across Conde Nast and partner brands through packaging, playlists and editorial voice. While a single video might be found elsewhere, content packages allow The Scene to tell a fuller story.

The Scene’s scalable identity system was manifested not only through the logo, but as part of a multi-platform digital product launch across responsive web, native apps, social, all Conde Nast video players and ultimately OTT products.

A primary logo execution was built with a flexible bracket system, evoking the lens of a camera and designed to open and close with animation. These brackets capture not just The Scene but serve as a flexible framework for the variety of categories, Conde Nast brands and partner brands that are part of the video offerings on the site.

As part of the brand development, a three color system was introduced, with a primary vermillion used to offset the play button and a supporting gold and deep purple. With the vibrancy of animation, imagery and video itself, the color palette complements the visually rich content on the site.

The result was a premium distinction of The Scene as a brand that could stand up alongside other brands in the Condé Nast family. The visual brand extended naturally to transform sections of the site like Sports and Food into “The Sports Scene” and “The Food Scene” which created a consistent thread across a diverse array of subjects. The bracket system also allowed The Scene to represent partner brands like Buzzfeed and RedBull with a subtle and own-able branding element.

The brand positioning also extended to a sub-brand, Hot On The Scene, that represents The Scene as a content curator. Hot on The Scene was used to represent featured content at the top of the homepage, as well as the email newsletter. The Scene’s original content was also rebranded from “Scene Originals” to “Originals on the Scene” to reinforce the brand taking the user to the front row of culture.