PRODUCTION AS IDENTITY
TVNZ was becoming one unified brand. I helped shape that transition - moving TV2 to TVNZ 2, while also helping to launch TVNZ DUKE as part of the new channel architecture.
The challenge was giving TVNZ 2 a character of its own - without losing its flavour and place in the larger brand ecosystem.
Cohesion was easy. Character was harder.
TVNZ 2
Channel Identity / Motion System / Creative Direction
I led the direction for TVNZ 2’s new channel identity, developing a motion, sonic and production system that made the process of television itself part of the brand.
Sets became stages. Lighting became language. Movement became identity.
In collaboration with New Zealand Dance Company, choreography replaced the traditional static ident - turning channel branding into performance.
Working with Franklin Rd Studios, we created a bespoke sonic system that gave TVNZ 2 its own pulse, while the same creative behaviours extended into on-air promotion and programming.
The identity wasn't applied to television. It emerged from how television was made.
Sets became stages. Lighting became language. Movement became identity.
In collaboration with New Zealand Dance Company, choreography replaced the traditional static ident - turning channel branding into performance.
Working with Franklin Rd Studios, we created a bespoke sonic system that gave TVNZ 2 its own pulse, while the same creative behaviours extended into on-air promotion and programming.
The identity wasn't applied to television. It emerged from how television was made.
Self-aware, playful, and deliberately exposed in its construction.
The result was a channel presence that felt immediate, self-aware and culturally alive - distinctive within TVNZ’s unified brand architecture.
Role: Creative Director - defining the creative, motion, sonic and production behaviours that gave TVNZ 2 a unique personality within the new TVNZ brand system.
