A Bold New Identity for 3Play Media
3Play Media’s recent rebrand and website launch isn’t just a fresh look — it’s a “powerful statement to the market.”
That’s according to Director of Growth Marketing Kim Nelson. Over the past year, she and her peers helped the company align its website and brand image with its new go-to-market strategy in an effort to drive more consistent alignment between opportunities and product-market fit. In August, these efforts finally reached fruition, culminating in the launch of a new marketing website, account system and support website, signaling an exciting moment in 3Play Media’s evolutionary journey.
“Our business has changed a lot in the past year, focused on new markets, new products and new positioning, and it was important for our public image to reflect that,” Chief Growth Officer Lily Bond said.
Reflecting a Shift Toward Global Localization
3Play Media’s recent transformation is a key milestone for the company, as it represents its move into localization.
“The new site allows us to reintroduce ourselves to the accessibility world while establishing ourselves as a serious player in localization, expanding our offerings from mostly English solutions to global solutions in over 50 languages,” Nelson said.
In addition to establishing itself as a localization leader, the company also wants to spread greater awareness of its use of AI. The company has leveraged AI for more than a decade, and its new digital presence more clearly reflects its innovation prowess.
With a new brand identity that communicates its technical sophistication and deep understanding of global content needs, 3Play Media is in a prime position for growth.
About 3Play Media
3Play Media’s AI-powered platform provides brands with video accessibility and localization solutions, such as dubbing, subtitling, captioning, audio descriptions and live captioning. The platform is designed to be integrated with brands’ existing platforms, including Dropbox, Zoom and Google Drive.
Behind the Scenes of a Six-Month Rebrand
3Play Media accomplished a full rebrand and website rebuild and migration in less than six months. But how?
“It took exceptional effort and commitment, including a lot of tedious work, to make this happen,” Bond said.
The launch was a major companywide effort, with Bond and Nelson’s team laying the foundation for the overarching vision. Between March and August of this year, their team worked tirelessly to ensure the launch was successful, which involved manually migrating hundreds of pages in under a month.
“The launch was a testament to our collaboration and attention to detail,” Nelson said.
“The launch was a testament to our collaboration and attention to detail.”
Cross-Functional Collaboration at Its Finest
According to Bond, the launch reflects the scrappiness, “figure it out” factor and collaborative nature of the company’s culture. She shared that four team members spearheaded the majority of the undertaking, spending countless hours on migration while also accomplishing their day-to-day tasks, ensuring the team didn’t compromise on campaign deliverables for its marketing and sales plan.
“That takes a ton of creative time management and prioritization,” Bond said. “Somehow, they had fun problem-solving how to get everything done together, and they made it all happen.”
The migration was a true cross-functional win that involved support, product, information security and engineering teams ensuring that all domains, particularly the company’s support site and customer account system, matched the branding updates.
Rebuilding Legacy Systems for the Future
On the engineering side, Software Architect Andrew Schwartz played a central role in developing the company’s tech roadmap and coordinating between internal and external stakeholders. The rebrand required major restructuring of some decade-old legacy layouts and code sprawl, which involved employing phased refactors, short-term backward compatibility modules and an aggressive push to clean these up post-launch.
Schwartz considers the teamwork that went into 3Play Media’s rebrand a reflection of the collaboration that has always defined its culture. Since joining the company in 2013, he’s seen his teammates regularly roll up their sleeves and help each other out.
“This has always been a highlight for me at 3Play,” Schwartz said. “The entire organization moved as a single unit, and it’s never been more impressive and inspiring to watch.”
A Culture of Ownership and Alignment
3Play Media’s rebrand and website launch is a “public reflection” of what the company has become, Bond said.
“Anyone who sees our brand on the web will know exactly who we are today, which has not been the case for the last six to 12 months as we worked to align our website and brand with our new GTM strategy,” she said. “This will help drive more consistent alignment between opportunities and product-market fit, leading to revenue distribution in areas we are focused on growing.”
For Schwartz, 3Play Media’s shift to localization aligns with what the company has accomplished for years: making online video accessible, lowering the barrier for content creators and viewers. That’s why he believes the launch says as much about the company’s culture as it does its growth journey.
“The coordinated effort across various parts of our website and application demonstrates the alignment this shift has across our organization, and the seamless execution across teams highlights our alignment as a company,” Schwartz said.
What the Rebrand Signals for 3Play Media’s Future
Looking ahead, the 3Play Media team is eager to see its impact in action, energized by the opportunity to help the company evolve — and enable its customers to do the same.
“I'm excited to see how this new platform will resonate with our existing customers and attract new ones who are looking for a complete video solution,” Nelson said. “It not only aligns our brand with our future goals but also gives our sales and marketing teams a powerful asset to help us scale and grow.”
Frequently Asked Questions
What prompted 3Play Media’s rebrand?
The company’s capabilities and global reach had expanded far beyond its original identity as an accessibility provider, and the new brand captures its broader focus on AI innovation, localization and international growth.
How does the new brand reflect 3Play Media’s values and mission?
It emphasizes clarity, inclusivity and innovation — reinforcing the company’s long-standing mission to make media more accessible and understandable to everyone, everywhere.
What role does AI play in 3Play Media’s evolution?
AI has been central to its work from the start, and the rebrand signals the company’s continued commitment to blending AI efficiency with human expertise to deliver high-quality, scalable video-localization solutions.
What does this shift mean for employees and customers?
For employees, it means being part of a forward-thinking, creative culture that leads the industry in innovation. For customers, it ensures access to cutting-edge tools that support multilingual communication and global audience engagement.
What does the rebrand say about 3Play Media’s future?
It positions the company for continued global expansion and signals a confident step into the next chapter of growth as a leader in AI-powered video solutions.
