In a landscape crowded by cat-fighting and reality TV stereotypes, TLC had a different idea: feature real people who viewers can root for and care about. No matter how strange the shows on TLC might seem (from polygamist families to little people to gypsy brides), the stories are always genuinely human and relatable.
So when TLC asked us to refresh the network, the goal was simple: to make the viewer's emotional connection the cornerstone of the brand. After a lot of strategy and deep diving, we slowly realized that the answer had been floating on the surface all along, for all to see:
Everyone needs a little TLC.
Image Spot
From there, an image campaign took shape, centered around all the little human moments that make up the fabric of the brand. Instead of the artificiality of a mondo studio shoot, we went the extra couple thousand miles, criss-crossing the country in a multi-city shoot where we captured the talent more naturally in real environments.
With the environmental portraiture as the hero of the on-air package, the graphic look was kept simple, inviting and non-intrusive. We used the TLC logo and typography as graphic portals that opened into the different worlds of the shows, taking a cue from market research in which TLC viewers described how the network opened doors into other people's lives.
On-Air Package
With the environmental portraiture as the hero of the on-air package, the graphic look was kept simple, inviting and non-intrusive. We used the TLC logo and typography as graphic portals that opened into the different worlds of the shows, taking a cue from market research in which TLC viewers described how the network opened doors into other people's lives.
In the end, with a sharp focus on feeling a little more TLC, we successfully dodged the white elephant in the room— the network is no longer thought of as the The Learning Channel. Feel the difference?