Here and There at Once

Before video meetings became a familiar part of everyday life, Watchitoo was building a way for people to connect face-to-face online. Its technology could bring participants together for education, training, and live events, but the brand had begun to feel dated and the product’s value wasn’t always clear. The company came to us to rethink how it presented itself and help people understand what made the experience different.

We began with the name. We renamed the company newrow_, evoking a new front row where people could participate and connect, wherever they were. A fresh identity in turquoise and navy gave the brand a contemporary visual language built around communication.

The central idea was simple: you could be here and still be there. To bring it to life, we partnered with a visual-effects company to create composited video scenes for the website. On one side, a person might be at home; on the other, they could appear in a classroom or another setting. The two worlds came together on a split screen, making the promise of the technology instantly visible.

The website was designed to be as engaging as the product itself. Animated icons, small interactions, and movement throughout the experience gave visitors reasons to explore, while helping them understand the different ways newrow_ could be used.

We also created three animated explainer videos, each focused on a different application: education, training, and media events. Together, they made a complex platform easier to understand and showed how it could bring people into the same conversation from different places.

The rebrand gave newrow_ a clearer, more contemporary way to tell its story. Following the website and social media launch, the company gained more users and leads, and the website was featured on The FWA Shortlist. In 2020, Kaltura acquired newrow_.

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Services: Naming, Brand strategy, Brand identity, Web design, Video production, Animation