miniTV is Amazon’s own free content platform, offering audiences a daily dose of entertainment. Our work with the miniTV team focused on transforming it from just another OTT platform into India’s go-to destination for free entertainment. Together, we crafted a brand that embodies simplicity and clarity, amplifying users’ preferences by showcasing precisely what they’re looking for.
Fresh & Functional
Routine and mundane tasks now dominate an increasingly larger part of consumers' lives, and whatever free time they have is rarely truly free. Content becomes an escape, offering people the freedom to watch what they like, when they like. miniTV is the perfect solution for those moments, providing entertainment that’s both free and freeing. This belief guided much of our strategic and design work. At the core of the new miniTV lies a design system that simply yet disruptively emphasizes its most important elements—"FREE" and "MINITV." The new visual system, built around dynamic arrows, brings the brand’s positioning—never a dull moment—to life, forming adaptable patterns and graphic elements across all communication.
Building an editorial system
Designing the communication system for miniTV required re-envisioning the journey from a discoverability perspective. We developed a flexible set of design elements that seamlessly unified the platform’s diverse offerings and highlighted key attributes by redefining the color palette and motion system, all inspired by the product experience. The signature arrows ensure a distinct and recognizable identity, both within Amazon’s ecosystem and to miniTV viewers.
