TMF Channel branding

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 music station, launching Dutch artists on an innovative platform. Over time, the station scrapped certain programmes and started communicating in ‘American English’. It broadcasted music videos and was packed with advertising, 24/7. This alienated the brand from its' audience and makers. 

 

REVIVE THE BRAND

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

 

 

RESULT

TMF won back their relevance—a playground in touch with Dutch culture - and improved ratings renewed their marketing & sales partnerships

TMF - REBRANDING THE CHANNEL

DAILY CONTENT

We connected with the daily routine of the viewer. Wake-up programmes in the morning, lunchtime entertainment, party or rock shows in the evening. 

As TMF is a Dutch brand, we brought back Dutch as the main language to create the voice-over, programme names and other communication. 

 

 

IDENTS MADE BY THE VIEWERS

PERSONAL MESSAGE IN A VIDEO

To create an interactive relationship with the viewer,

we created a tool online where you could create your

own ‘Ident that was broadcasted before or after the

programme-content’. Choose a visual from a particular

artist, together with the text from a song, and then

personalise it with a message to a friend.

 

Nominated for Esprix

 

- DIY Ident Creator app & the result - 

 

PERSONALISED IDENTS

PROGRAMME NAMES

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)

LEADERS

TMF AWARDS CAMPAIGN

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.
 
It’s awarded by the Dutch Art Directors Association (ADCN) for Art Direction (by Postpanic).
 
ENDLINE:Leve de muziek (Long Live Music)