Five years after its original launch, Binge’s interface was starting to feel dated. What was once a bold streaming experience now needed a fresh layer of design thinking, not just visually, but structurally. With evolving user expectations and a more sophisticated internal design system at our disposal, it was time to give Binge some love.
Content First
A key focus of the redesign was elevating how content is presented - making it cleaner, more intentional, and more effective. We reset the approach to content assets, moving to 1–2 key headshots per tile and introducing show and movie logos as metadata to create a more premium and consistent visual language.
Before locking in this direction, we A/B tested image variations in the live Binge product. The results were clear: using close-ups of talent and limiting each hero and tile to only 1–2 significant faces boosted engagement. This data-driven insight gave us the confidence to simplify and focus the visual hierarchy, allowing the content (and its stars) to do the heavy lifting.
Shared Foundations, Tailored Experiences
The redesign builds on the newly refreshed Kayo framework as its foundation. By leveraging Figma variables, we can scale a single design system across products, while still creating tailored experiences for different types of content. Unlike sport, entertainment requires more flexibility around hero images and content tile architecture, so we carefully adapted the structure rather than simply copying it over.
Our Figma variable panel, built for responsive screen sizes and quick brand switching
A Fresh Visual Language
Binge is also undergoing a rebrand, stepping away from gradients and moving toward flat, bold colours. The aim is to create a more modern, playful identity that stands out in a crowded streaming landscape. We’re exploring a colour palette that feels unique and energetic, something few competitors are doing.
The Binge redesign brought to life on mobile (blurred until its early 2026 release)
The Goal
This redesign isn’t just a facelift, it’s about creating a future-ready design system that scales seamlessly, elevates the brand, and makes streaming feel fresh again.
Next Project
Kayo Sports Redesign Mobile, TV & Web
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