The Zone Rebrand

WHAT WE DID: CONCEPT, CREATIVE DIRECTION, ART DIRECTION, DESIGN, ANIMATION, ORIGINAL MUSIC & SFX.

On-Air Package Refresh and series of IDs for The Zone, the flagship afternoon programming block of YTV. Aimed at kids 6-11, this true classic has been airing for over 20 years on the Canadian television channel.

We based the pitch-winning concept on the roller coaster as a symbol of the high-speed energy and fun vibe of The Zone. A looping amusement park ride as a starting point for a wildly unpredictable promo package that seems at times to literally burst off the screen. 

Deliverables included a brand new logo, a complete set of promo package elements, various navigational pieces, plus two sub-packages: The Zone Buzz (the social media arm of The Zone) and The Zone Weekend.

“It was zaniness, craziness, fun,” said Dolores Keating-Mallen, VP creative director at Corus, “a sense that anything could happen in front of your eyes whether through the regular TV experience or a social platform or a YouTube clip or however you come by it.”