Crackle Rebrand
Crackle has always stood out as a free streaming service, giving audiences access to quality entertainment without financial barriers. However, the brand’s visual identity and app experience lagged behind paid competitors, creating a perception of being “low budget.” My goal with the rebrand was to close that gap by reshaping Crackle into a platform that felt credible, polished, and worthy of attention. I led a redesign that modernized the brand identity and streamlined the app interface to align more closely with the standards of premium streaming services. The result was a more dignified, consistent, and engaging experience that not only elevated audience perception but also positioned Crackle to better compete in a crowded marketplace.
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User Surveys
What should we know about the services you provide? Better descriptions result in more sales.Understanding the audience was the first challenge. To move beyond assumptions, we sent a short survey to 900,000 users. The goal was simple: learn who they were and what they wanted from Crackle. The feedback provided a clear picture of user expectations and highlighted opportunities to improve both the product and the brand.
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Brand Definition
The next step was aligning leadership on the brand’s identity. I created a deck that guided upper management through a structured exercise—first capturing how they viewed Crackle in its current state, then defining who they wanted the brand to become. This process turned abstract opinions into a clear vision, setting the foundation for the rebrand.
