PRODUCTION AS IDENTITY
As TVNZ became one unified brand, TVNZ 2 needed to stand out without standing apart - with a character audiences could recognise, feel and have a reason to choose.
The challenge was creating distinction without losing its place within the wider TVNZ system.
Cohesion was easy. Character was harder.
PROJECT NOTE
Organisation: TVNZ
Role: On-set Creative Director + Editor
Contribution: Brand positioning · channel identity · motion + production behaviours · sonic-system collaboration · performance · editing
Collaborators: New Zealand Dance Company · Franklin Rd Studios
Context: TV2 → TVNZ 2 within the unified TVNZ brand
TVNZ 2 needed to stand out without standing apart.
I shaped the positioning and brand character, then brought it to life through movement, sound and production - directing the people, choreography, camera, lighting and visual language that made the channel feel like itself.
The result was an identity that didn’t just look different. It had a way of moving, sounding and behaving all its own.
PROJECT PROFILE
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.
The creative idea was storytelling through dance - using movement, music and production itself to express the energy, genres and audiences that made TVNZ 2 different.
I was brought in as Director and Editor to turn that idea into a fully realised on-air identity and visual system. Working with New Zealand Dance Company and Franklin Rd Studios, we developed bespoke choreography and sonic soundscapes around the key genres and audiences of TVNZ 2 programming - then built the visual language through wardrobe, lighting, camera movement and performance.
Self-aware, playful, and deliberately exposed in its construction.
Rather than hiding the machinery of television, I brought it into the frame. Cameras, lights, movement and transitions became part of the story, pulling down the barrier between how television is made and what audiences see. The production process itself became an invitation into the world of TVNZ 2.
The resulting material went well beyond channel idents, generating a flexible visual language for on-air promotion, print, digital, OOH and wider brand collateral.
The identity wasn't something we put on the channel. It was something we made happen.
Everything was wrapped in a colourful, playful and polished visual world - contemporary enough to feel new, but with the gloss, craft and Kiwi character audiences associated with TVNZ.
