With the rise in smartphone use, the field of home security has experienced a dramatic shift. Rather than focussing on professional home monitoring, the emphasis is now on self-monitoring and remote access, from viewing live video to adjusting lights and temperature.
XFINITY Home had little to no visual identity and was also a late entry to a field already heavily populated with more experienced competitors, like Insteon. There was also the additional hurdle of separating XFINITY home from the larger XFINITY brand, which consumers associate with TV, Internet and phone service, as well as poor customer relations.
To differentiate from the competition and the larger XFINITY brand, we introduced a look that was more approachable, more easily evoked emotion, and was versatile enough to represent the range of packages offered. In a marked departure from the competition, we limited the amount of photography to a key lifestyle visual accompanied by icons for each device. Copy overall sought to humanize the technology, making it friendly and easy-to-understand while also highlighting the mobility and ease of use.