Beamly is a social media platform for mobile devices built on interaction around TV shows. More than many others, it exemplifies the concept of the mobile phone as the "second screen", used to comment on what goes on the first screen (the TV set). It was known as Zeebox until April 14, when the new brand name was rolled out. The rebranding was done in-house, with the design work headed by art director Duncan Riley.
Zeebox had felt that their original name didn't reflect the app and was confusing to the audience. Riley wanted "a simple, friendly, classic approach" to the process, which is reflected in the final product. He chose to work with a strong red-pink as the primary colour, with a full range of supporting colours.