
oxtel is one of Australia’s biggest entertainment platforms. After years of small tweaks, it was time for a brand refresh that could meet the demands of a faster, more competitive media landscape.


The goal was to make the Foxtel brand feel more focused, confident and connected to its purpose: helping viewers find what they love in a world of endless choice.


This rebrand was conceived, developed and led by Balboa (Foxtel Group’s creative agency). We were brought in as part of a select group of independent designers to help evolve and extend the design system — working closely with Balboa to build on the core brand idea, This Way, and push the visual identity further.

Executive Creative Director: Guy Sawrey-Cookson
Creative Direction: Erin Hoffman
Design: Balboa team, Alex Dalmau (Twist), Bruno Silva
Motion: Ben Headon, Where Theres Smoke

Must-see viewing gets a fresh new look.

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Must-see viewing gets a fresh new look.​

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Must-see viewing gets a fresh new look.