French-Canadian network V has teamed up with brand consultancy and creative agency Troika to revamp their brand identity, announcing the shift through a multiplatform advertising campaign. Initial elements of the rebrand hit air earlier this month, with the full identity, along with print and digital advertising assets, rolling out throughout the fall.
V last collaborated with Troika in 2009 when TQS was rebranded as V, shifting the network’s audience to a younger, more affluent demographic. V has since seen recent success launching original programming such as Un Souper Presque Parfait and Taxi Payant, and has been challenged to adjust their branding and communication to cater their growing audience – which has shifted from a male-skewed 18-34 to an evenly split male/female demographic across 18-49 year olds – without losing core brand strengths.
Troika developed V’s identity around the concept of “Multiplicity,” which showcases the network’s local talent in candid scenarios to create an inviting, approachable environment for both men and women. This creative solution is built to reach the largest audience possible while keeping the identity consistent by incorporating V’s DNA throughout its on-air packaging – including a brand spots, a promo toolkit, IDs, and opens – and allowing the network to implement the same design aesthetics and custom talent footage across print, digital, and out-of-home advertising.
To capitalize on the popularity of V’s programming and high-profile stars, the identity aims to drive talent and show attribution back to the brand. A 4-day live-action mondo shoot, creative directed by Troika, was conducted to build motion and still elements that showcase the relationship between V’s talent, the network’s new design aesthetic, and signature icons from each show.
V’s identity was built in After Effects, Cinema4D, and Final Cut Pro by a team of 14 designers, animators, creative directors, producers, and editors at Troika. V currently reaches 80% of the Quebec market and features top shows such as True Blood, Person of Interest, and The Vampire Diaries.