Paramount+ with Showtime

The media landscape is in constant flux, with streaming wars, content consolidation, and evolving viewing habits shaping the industry. In this dynamic environment, the merger of Showtime and Paramount+ presented both opportunities and challenges. My role was to create marketing materials that clearly communicated the value proposition of the newly combined service, "Paramount+ with Showtime," to a diverse audience. This included existing Showtime subscribers (both individual and wholesale clients), Paramount+ subscribers, potential new subscribers, and key stakeholders in the hospitality and lodging industries. The goal was to ensure a smooth transition, address potential concerns about content availability, and highlight the benefits of the merger, such as increased content variety and a streamlined streaming experience.

The rebranding presented several key challenges. First, it was essential to reassure existing Showtime subscribers that their favorite shows would remain available while also showcasing the added value of Paramount+'s content library. Second, the messaging needed to resonate with different audience segments, each with varying needs and preferences. Third, the materials had to adhere to the new brand guidelines while maintaining a sense of continuity for Showtime's established audience. Finally, the project required navigating the complexities of a recent merger, with shifting team structures and evolving brand priorities.

Drawing on my 5+ years of experience at Showtime and my established relationships with key stakeholders, I developed a suite of marketing materials that addressed the specific needs of each target audience. Leveraging existing Showtime templates and incorporating the new Paramount+ branding elements, I created templates for Facebook ads, web banners (various dimensions), social media posts, and one-sheets for print and digital distribution. The designs emphasized the expanded content offering, highlighting both Showtime's premium programming and Paramount+'s diverse library. The messaging focused on the benefits of the merger, such as increased content variety, cost savings (where applicable), and a simplified streaming experience. Close collaboration with the creative director, who provided insights from the rebranding process, ensured alignment with the overall brand strategy. My familiarity with the sales teams' preferences and the needs of external partners allowed me to tailor the materials for maximum effectiveness. The use of Photoshop for layouts and InDesign for grid-based sales sheets ensured professional, polished deliverables.

The marketing materials played a crucial role in communicating the value of "Paramount+ with Showtime" during a period of significant change. By addressing the specific concerns of each target audience and highlighting the benefits of the merger, the materials helped ensure a smooth transition and fostered a positive perception of the combined service. This project demonstrated my ability to adapt to evolving brand requirements, leverage existing relationships, and deliver impactful designs under pressure. It also showcased my deep understanding of the streaming landscape and the needs of diverse audience segments. Furthermore, this project solidified my role as a key resource within the newly merged organization, highlighting my expertise and ability to bridge the gap between the Showtime and Paramount+ brands.

Design Disciplines: Marketing Design/Graphic Design, Branding/Brand Management (supporting role), Visual Communication, Digital Design, Print Design

Design Skills: Adaptability, Client Communication, Marketing Strategy (supporting role), Brand Consistency, Project Management, Problem-Solving