NowThis

Enjoy the Glow

The Complexity

The media landscape had never been more crowded or more fragmented, with every platform running its own content economy and every brand fighting for the same seconds of attention.

NowThis had an audience that was already engaged and loyal through its specialization in producing short-form videos distributed across social media platforms, focusing on topics to engage young audiences. Yet the brand hadn’t articulated what it uniquely stood for in a market where everyone was chasing the same Gen Z consumer with a similar playbook.

The Idea

We conducted a deep media audit, analyzed the competitive landscape, and built a new brand architecture for the company that honored the legacy of NowThis while giving each audience and content vertical its own distinct lane to grow into. One of those lanes became [nt]. A generation of young women carrying the weight of the world and choosing joy not as a way to avoid it, but as a deliberate and necessary act of self-preservation. We developed the positioning and brand strategy for [nt] as a Gen Z brand built for scroll culture, delivering content that made young women feel seen, entertained, and recharged when they needed it most. We developed the line that tied it all together. Enjoy the Glow.

The Outcome

We gave Gen Z women the platform they wanted. Are You Okay?, one of [nt]’s first original series featuring Lizzo, launched as the fastest-growing show in social, gaining over 440,000 followers in its first two quarters. NowThis reaches 92 million followers, generates 745 million monthly views, and reaches 72% of TikTok’s 18 to 34 demographic every month.

SolutionsBrand RepositioningBrand ExpansionServices

Brand Strategy
Creative Direction
Art Direction

NowThis reaches 92 million followers and 72% of TikTok’s 18 to 34 demographic every month.

Project Credits

Karl Isaac
Rochelle Webb
Internal NowThis Team

Inference Russell Athletic