Bell Vision

Conceptual Brand Identity, Figma UI/UX, Platform Design

"Experience Bell Vision"

Streaming Platform UI/UX Design

Background

This brand identity concept for Bell Vision addresses the limitations of Bell’s current streaming approach. Bell Fibe and its associated hardware, like the Bell Streamer, have struggled to offer a unique or compelling experience in a market filled with established options like Apple TV, Chromecast, and built-in smart TV platforms. Customers often view the Fibe TV app as a basic cable extension rather than a forward-thinking streaming service. Its limited compatibility, technical issues, and lack of differentiation have resulted in it being overshadowed by more user-friendly alternatives.

Bell Vision is designed as a complete departure from the current model, focusing on delivering a seamless, content-rich streaming platform that meets users where they are. It’s about simplifying access, offering exclusive content, and providing an experience that feels fresh and competitive in today’s digital entertainment landscape.

BEFORE AND AFTER

The Brand Overhaul: Hit Reset

Bell Fibe was meant to change Canadian entertainment. But 14 years in, it’s clear that hasn’t happened. Subscriber numbers have dropped from 2.7 million in 2017 to around 2.4 million in 2023. Feedback reveals ongoing customer dissatisfaction, with many viewing Fibe as an expensive option that lacks the flexibility and content variety offered by competitors like Netflix, Disney+, and Amazon Prime. Furthermore, Bell’s hardware solutions, such as the Bell Streamer, are often seen as underwhelming, with limited functionality and compatibility issues. Fibe is being left behind in the streaming conversation.

Bell Vision is designed for them, not around them.

It’s time to scrap what’s not working. This isn’t a refresh; it’s a complete replacement. Bell Vision is built for today’s market, catering to how people actually consume content. Sports fans want multi-angle replays. Film enthusiasts seek those hard-to-find indie gems. Families need curated, ad-free kids’ content. Bell Vision is designed with these needs at the forefront, creating a seamless experience that meets users where they are, rather than forcing them into an outdated model.

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