Rebuilding a Legacy.
Redefining the Future of Video.

What began as one of the most iconic brands in online video needed more than a refresh — it needed a reinvention. This was a transformation rooted in clarity, vision, and creative leadership. The result is a unified, future-ready identity that reflects the scale, intelligence, and innovation of JWP Connatix today.

what was once bold and unified became diluted and fragmented.

JW Player was one of the earliest pioneers in online video — famously powering the first YouTube video ever uploaded. Its video player delivered simplicity and helped define the early era of digital media. But over time, as the brand passed through different teams, agencies, and ownership shifts, the brand’s visual identity began to break down. Guidelines were overlooked, consistency faded, and what was once bold and unified became diluted and fragmented.

Brought on as Creative Director, my mission was twofold: to restore visual consistency across every touchpoint, and evolve the brand to reflect the company’s modern identity — not just as a video player, but as a full-stack video intelligence platform.

IT started with structure

The name “JW Player” had become limiting—tied to a past that no longer matched our reality. While the brand still carried weight, it suggested we only offered a standalone video player. In truth, we had grown into a full video intelligence platform, with powerful analytics and automation tools. Dropping “Player” to become simply “JWP” marked that shift. The new identity needed to reflect our evolution: sharper, unified, and built to scale.

To bring it to life, we created motion graphics videos that introduced our platform’s full value to customers. More than explainers, these videos aligned voice, visuals, and message into one cohesive narrative. They marked the moment the brand became real—rolling out seamlessly across the website, UI, sales decks, event graphics, social content, and more.

A Refreshed palette

The color palette was dramatically simplified and used with greater strategic intent. A vibrant red (a nod to JW Player’s original tone) and a new electric blue (introduced after a merger with Connatix) formed the foundation of a refreshed system — merging into a bold amethyst purple that visually represented the unification of the two companies.

To bring depth and energy to the brand, we developed custom mesh gradients that introduced a sense of movement, merging, and transformation — visually reinforcing the idea of two distinct legacies coming together to form something new.

Fonts That Don’t Fight Workflow

To match the needs of a modern tech brand — and ensure company-wide adoption — we introduced Overpass, an open-source, easy-to-use Google font that integrated seamlessly into Slides, Docs, and everyday workflows across teams. Its clean geometry, high readability, and slightly industrial feel made it the perfect choice for a company grounded in data, performance, and accessibility.

The Player Was Just the Start

We moved beyond generic imagery of video players and stock thumbnails. Instead, we began visualizing what really made our company unique: proprietary video intelligence, publisher-focused solutions, and scalable tech infrastructure. Graphics and product visuals were reimagined to tell a fuller story — that the video player wasn’t the product, it was the gateway to our data and innovation engine.

CMO, JWP Connatix

“Super easy to work with. Always positive, open to feedback, and ready to keep pushing the work forward.”

CEO, JWP Connatix

“…Always pushing ideas further — creatively, visually, strategically.
he was a perfect fit for JWPC.”

  • Absolutely. AI was a powerful tool that helped us move faster and explore broader creative directions early in the process. It’s one of the most impactful AI design use cases — accelerating ideation, visualizing brand concepts, and unlocking design territory that might otherwise go unexplored. But when it came time to craft the final identity, every detail was refined by hand. From color balance to typography to layout, it was the human touch that added the nuance, emotion, and intuition AI simply can’t replicate. The result: a brand that feels as good as it looks.

  • Not really — and that’s the point. I’m proud of where the brand is today, and how far it’s come. But like any great brand, it’s a living, breathing system — meant to grow, adapt, and evolve alongside the company. Design isn’t about locking things in forever; it’s about building a foundation strong enough to flex when the moment calls for it. So would I change anything? Not today. But ask me again in six months — and I’ll probably have a few bold ideas ready.

  • David Bowie – "Changes"(the obvious icon for reinvention)

    Lizzo – "About Damn Time" (confident arrival of a new era)

    The Who – "Who Are You"(a literal brand identity question)

    Kendrick Lamar – “DNA.” (identity & power)

    LCD Soundsystem – "Someone Great" (letting go of the old, embracing the new)

    Radiohead – "Everything in Its Right Place" (things coming together)

    Talking Heads – "Once in a Lifetime" (existential identity themes)

    U2 – "Beautiful Day" (optimism for what’s ahead)