"Maaike Dommershuijzen // FREELANCE CREATIVE // COPYWRITER // SIDEKICK"
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
