SENIOR VP, CREATIVE Dean Bender
CREATIVE DIRECTOR Margaret Lee
ART DIRECTOR Colleen Henman
SENIOR MOTION DESIGNERS Doug Johnson, Julius Manalo
MOTION DESIGNERS Karina Garinian, Diego Turro
GRAPHIC DESIGNER David Livesey
PHOTOGRAPHERS Carlyle Routh, Adrian Armstrong
The new brand features elevated photography, colour, typography, motion graphics and a logo system while maintaining its friendly feel and emphasizing the wide array of brand name products. With limited budget and time, the challenge was to elevate a traditional broadcast brand and help TSC reshape its image as a cross-platform retailer. Rogers proposed a new tagline “Today’s Shopping Choice” and updated its look and feel across all platforms using bold, flat colours, animation treatments and optimized smooth moves focusing on ‘product as hero’ to ensure brand consistency. The result is a modern, elevated and vibrant brand that is aligned across all applications and mediums, as seen in broadcast, out-of-home and social media platforms.