WTF IS TZGZ?
Officially, it’s SYFY’s late-night adult animation block.
But, really, it’s a state of mind. It’s a safe space to let loose and get weird.
CHALLENGE
After a successful soft launch in 2019, SYFY needed a fresh brand and visual identity more reflective of TZGZ’s role as an experimental comedy incubator. We were invited to rethink the identity in a way that reflects the amorphous content and celebrates the nonsensical name.
What does it mean? What does it matter?!?!
STRATEGY
Focus on the strangeness of the name. Lean into the absurd and unexpected while maintaining brand consistency and structure. Provide clear guidance for the identity to evolve alongside the programming.
APPROACH
Our solution revolves around a new motion logo that defines the character of the brand. Its quirky dance is the embodiment of the unpredictable nature of TZGZ. Its irreverent personality is infused in all aspects of the system. The robust cross-platform package blends the functional with the mischievous and unifies the eclectic menagerie of content into one cohesive family.