The Shopping Channel (TSC) is Canada’s largest television shopping brand — selling products and goods aimed primarily toward a mature female audience. Established in 1987, the organization’s dated, hard-sell approach was in desperate need of a brand refresh. Our team was engaged to modernize the identity and reposition the brand. Working with the internal marketing teams, we helped re-imagine the brand and develop a visual language to support all mediums.
We started the journey by updating the identity and creating connected style of graphics and photography. A glossy primary logo is characterized by a button like icon that gives a nod to the previous circle logo. Subtle shapes echo the circle reminiscent of pedals on a flower, a flowing ribbon, or a flame from a candle. Editorial photography mixed with simple graphics became the basis for all advertising campaign and branded mediums. Soft, fresh, stylized, contemporary and feminine defined the DNA and creative direction as it was applied into a set of brand standards.
Through the brand discovery process, we were able to establish the true needs of the in-house marketing teams. A constant demand for new content coupled with a need for brand consistency were the groups biggest challenges. Two primary programs became the central components of the advertising strategy; (1) redesign of the 250,000 print run magazine for Best Customers (2) a monthly campaign thematic toolkit.
A coffee table magazine showcases product through a modern, editorial approach. Conceptual and warm stylization infuses personality to the publication while increasing re-read rates. Covers highlighted with a Hero-esque product shot; articles centralized around audience benefits, tips and recipes; features sections highlighted with celebrity and guest contributors. The BCM became a beautiful two-way resource document (to pull from and to house) campaigns and promotions.
Campaign Thematic Toolkit
A monthly campaign toolkit embracing seasonal and promotional thematics was invented to addresses the marketing teams core needs. Fresh initiatives with constantly evolving content became a repository for illustrations, imagery, trending colours, season elements, campaign names and taglines. The results: a connected visual language creating a cohesiveness experience for all promotions across all departments and mediums of the organization (advertising, on-air, and digital promotions, etc).
Re-building a brand that pulls at the heart strings and sometimes the purse strings.