TMF Viacom - addiktSchbang

TMF

Brand Design & Gudeline Development, Brand Experience

Creating a Character-Driven Broadcasting System

The Challenge

The Music Factory, VIACOM's no.1 music station in The Netherlands, had a bold visual identity created by Niels "Shoe" Meulman but needed to translate this static logo into a living on-air brand. The station required a systematic approach that could express multiple personalities across diverse programming while maintaining brand coherence and enabling their studio team to produce fresh, consistent content.

Our Approach

The Idea

We developed an animated ball character as the main brand element—a natural evolution of TMF's existing logo. This characters became the foundation for a broader universe of ball personalities that could express different aspects of TMF's identity through various moods and scenes.

Execution

We created motion and sonic expressions for promotional content, plus program and announcement templates designed for easy studio updates. The ball characters could act out scenes and embody various moods, providing TMF's studio with a creative framework that balanced brand coherence with content variety.

Impact

Results

TMF's production team adopted character-based storytelling as their primary creative approach. The studio successfully used the template system to maintain content freshness while ensuring brand consistency.

Cultural Resonance

Viewers began recognizing the ball characters as part of TMF's identity, creating familiarity with the brand's visual language beyond just the music content. The ball universe became TMF's creative language for developing promotional materials.