Télévision française de l’Ontario (TFO) is Ontario’s primary public outlet for French language media. Established in 1987, it has since grown dramatically. Expansion into a broader range of programming in a short period of time created several sub-brands that did not have any common threads of brand identity uniting them. 

Le Parc was brought on to perform an assessment of how various sub-brands could be better organized structurally, and to perform a rebrand that established a clearer relationship of each sub-brand to the master TFO brand, while still allowing each to have its own semiautonomous “voice” unique to its age-specific audience.

The master TFO logo was gently refreshed from its prior design, updating its type and shape while retaining the flag emblem signalling Francophone pride. This mark was then integrated into each sub-brand logo’s new design to clearly indicate their relationship to TFO. 

There are consistencies in typography, masterbrand signalling, and photographic/wardrobing treatment throughout sub-brands, creating both explicit and implicit consistency cues inside of each brand experience. However, to maintain independent identities to suit each age-targeted audience, each sub-brand has its own world that uses a unique palette, tone, and signature visual element. 

By the project’s end, Le Parc had performed a full design system rebrand, developed hundreds of pages of guidelines, oversaw an extensive rollout of 3D and 2D animated broadcast branding elements, and art directed multiple animated launch campaigns.