Originally known as The Venice Project, Joost launched in 2007 with the bold ambition of becoming the future of television - hard to believe now in 2024, right? Founded by Janus Friis and Niklas Zennström, the minds behind Kazaa and Skype, their vision was to merge broadcast-quality TV with interactive, online experiences.

They asked us to create the visual identity and brand guidelines for Joost. Inspired by the iconic TV color bars, we exploded them into 3D bars to form the brand’s signature—symbolizing Joost's mission to shatter the old TV model and build something new.

But despite the excitement, Joost couldn’t compete. YouTube and Hulu surged ahead, offering easier access to content. Joost's reliance on peer-to-peer technology made it clunky, and licensing issues slowed its growth. By 2009, Joost pivoted, leaving behind what was once thought to be the future of TV.