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Univision moves Online

By James Caldwell | Published: January 2nd, 2009

Univision decided to make their move online. As a result, Univision’s new hispanic portal contains separate channels for content and an online shopping experience specifically designed for their culture. These designs enabled Univision to take new market share and solidify the hispanic market in the United States.

Client

Univision

Client Bio

The largest and most influential Hispanic television media company in the United States.

Personal History

This was a biggie. Univision was a very important client and spent a lot of money to put itself online. Univision hired IBM for its back end, teamed with IAB for its front end design and editorial leadership and the Gryphon Group for acting as the interim CTO and as an ambassador for technology decisions. Univision also partnered with a major hispanic sales organization to power its store front for their shopping channel. There were many players all trying to work together to deliver a great experience for Univision’s dedicated viewers. Although I can remember this being a struggle at times, the final product was very good and really delivered a distinctive, very hispanic brand online. I also formed a great friendship from this venture with my future business partner Michael Nicklas.It is unfortunate that Univision did not keep this design. Their present design is nondescript and lacks a visual identity that resonates with their brand.

Objective

An online venture to extend the Univision brand to the web and initiate the convergence of television and the Internet.

Noteworthy

A branding umbrella approach was taken for Univision. The original television logo was extended to include the “.com” and the channels within were represented as sub-brands. To extend their content online, the Univision stars were leveraged to create a unique and targeted online family, an integrated e-commerce experience was created, a scaleable template framework was developed to facilitate realistic site growth and easy manageability and lastly a comprehensive staffing and workflow plan was provided. Univision rose to #1 within six months after this launch.


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