Ask: Develop a slogan or unifying concept that represents how we talk about new product launches in 2025.

Goal: Customers should think, “Yeah, I’ve heard of Roku—this could better my streaming experience.”

Concept: The moment you see our logo, shade of purple, or iconic d-pad, you already know what’s coming. Like the opening curtains of a show—without saying a word, they announce that you’re in for some fun. It’s on.

Results: We developed this slogan as a unifying moment of excitement for all new products in 2025. In the end, it became so much more. After our largest and most successful creative-driven press event in years, “It’s on” is the official Roku slogan for all new product launches. In 2025 and beyond.

Copywriter: Patrick Girts
Designer: Rachelle Orosa
Video: Austin Hepp
CD: Shannon Parsons