Groupe Média TFO has launched a rebranding campaign through a new animated short film, 'L'Écho' ('The Echo'), an allegory about education and self-confidence, which addresses the importance of pursuing and believing in your dreams. The film conveys the new brand purpose centred on its commitment to diversity and inclusion, and its role to support students, educators, and parents with high-quality and trustworthy French-language content.
Amidst ever-changing content consumption patterns and digitisation, it was a priority for TFO to reshape its brand and declare its purpose as a public media company to better serve the Francophone and Francophile communities. To do so, the brand tasked global Toronto-based creative agency, Juniper Park\TBWA, with creating a new brand architecture, positioning, and purpose that would reflect its progressive educational and cultural values.
With the fundamental belief that the stories that we tell today, will shape our tomorrow, TFO is establishing its new brand purpose and tagline, 'enlightening tomorrow' (éclairer demain).
“This new affirmation by Groupe Média TFO anchors its public values and educational mandate to finely capture the new challenges that educational public media will have to face to remain relevant to their audiences. By its agility, our renewed visual identity catches up to the speed of the new digital transformation to support and keep up with creativity and innovation. These are two of the essential ingredients to evolve our offer continually, distinctively, and in line with the interests and needs of our primary audiences, namely Francophone and Francophile parents, teachers and children. The Canadian media landscape can therefore count on a broadcaster and aggregator of French-language cultural and educational content that remains in the front line of trends,” said Carole Nkoa, senior director, marketing and communications at Groupe Média TFO.
Now more than ever social media and online content influence the way we talk, think, and act, in turn shaping the way we see others and ourselves.
To communicate TFO’s new brand purpose, Juniper Park\TBWA, and Canadian animation studio Wonderlust Media created and produced an animated short film, 'L'Écho', that takes a hard look at this truth.
“It became clear that a mixture of 2D and 3D animation would be the perfect way of executing a story which has one foot in the stars, and the other in suburban Ontario. The result is a moving tale that encourages us to examine what 'echoes' we're instilling in the children of today,” commented Neil Walker-Wells, group creative director at Juniper Park\TBWA.
New Visual Identity and TV Channel Design
Utilising TFO’s new brand architecture and positioning, Toronto-based design studio Le Parc Design developed a new visual identity and TV channel design aimed at refreshing the media company for the multi-screen world.
The substantial, multi-brand, multi-platform identity includes 2D and 3D animation for TFO’s on-screen design, as well as static assets for TFO’s several sub-brands; MiniTFO for kids, FlipTFO for pre-teens, PlusTFO (a new brand covering the adult programming including ONFR+ and CineTFO), IDELLO by TFO (its educational digital platform for elementary schools and families), and the LUV (the cutting edge 3D studio of Groupe Média TFO).