B R A N D I D E N T I T Y // N A M E  D E V E L O P M E N T // TO N E - O F - VO I C E // C O P Y

 

The main Dutch music Channel TMF once started as a fresh Dutch music station. Over time, the station hosted maily hosted American content and artists, and the brand alienated from its' audience. 

 

REVIVE THE BRAND

We created a platform based on (the original) values of TMF; The Dutch Origin, Music, Connection, Talent Pool, Guts, Positivity.

 

DAILY CONTENT

We connected with the daily routine of the viewer. Wake-up programmes in the morning, lunchtime entertainment, party and rock shows in the evening. As TMF is a Dutch brand, we brought back Dutch as the main language for the voice-over, programme names, leaders, and campaigns. 

 

PERSONAL MESSAGE IN A VIDEO

We created a tool online where you could create your own leader (Ident), broadcasted on TMF.

 

NAMING AND LEADERPACKAGES

We created several programme names and leaders 

TMF Spoelt terug (TMF Rewinds)

TMF Meelopers (TMF Followers: real life soap about interns)

TMF Rockt (TMF Rocks)

TMF Kweekvijver (TMF Breeding Pond), 

De Dagrand (The Edge of the Day: evening show)

Kaf of Koren (Wheat or Chaff), 

De Videotheek (Video Library)

Nachtdienst (nightwatch)

 

CONCEPT AND COPY CAMPAIGN AND AWARD SHOW

The TMF Awards 2006 (an awards show for music artists) campaign was based on the visual language of Chinese propaganda and accompanied by an archaic Dutch voice-over. Calling all viewers to unite and support their Dutch artists.

 

Awarded by the Dutch Art Directors Association (ADCN) for Art Direction (by Postpanic).

 

ENDLINE:Leve de muziek (Long Live Music)

 

RESULT

TMF won back their relevance—a playground in touch with Dutch culture - and ratings improved significant,  which created great leads for marketing & sales partnerships

 

Nominated for Esprix

- DIY Ident Creator app & the result -

 

My role: Creative direction, creative strategy

Agency: Watson & Lewis

In coöperation with: 178aardige ontwerpers, Huib van Bockel, Niels 'Shoe' Meulman (Typography Campaigns), hazazaH (Leaders), Postpanic (TMF Awards), Massive Music ), MTV,