Following Peacock’s successful launch in July 2020, the business shifted its focus toward building a premium experience that would drive paid subscriptions. This led to the development of a new Peacock Design System—a scalable visual framework designed to elevate premium content, sharpen the brand’s voice, and create a more cohesive customer journey, with particular attention to previously underdeveloped lower-funnel touchpoints.

We partnered with internal teams and NBCU stakeholders to identify what was working, address emerging design challenges, and uncover underserved business needs. These insights informed a flexible system that connected Originals, Sports, Brand, Product, Social, and CRM. The result strengthened brand consistency, streamlined collaboration, and gave teams the tools to deliver premium experiences efficiently across a growing ecosystem.