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    OKOO – Global branding

    OKOO – Global branding

    Okoo is the new offer for children from France Télévisions.

    Now, heroes and children of all ages can share one platform. It’s available everywhere, for everyone, at anytime.

    We created and produced digital, on air and print identities and we also created the overall concept of advertising for its launch.

    Brand design

    360° identity

    Digital

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    The main challenge was making a distinction between the world of preschoolers and that of kids while keeping a common DNA.

    We decided to use the shape of the letter « O » of the logo « Okoo » to create a visual language with a strong sign to use in picto-stickers, in the layout of images …

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    For the kids’ idents, we capitalized on the picto-stickers by showcasing them on real images to take on aspects of the everyday in a creative, original, entertaining and fun way.

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    The preschoolers’ idents showcase the logo by transforming it into an animal that invites the child to follow it.
    These magical and surprising animals become in turns, a bird, a whale, a snake or a christmas tree that stimulate a child’s imagination.

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    For the print, we used the eyes in the logo to replace those of the characters in the programmes. This playful appropriation reinforces the idea that it is a creative brand. It is also a nod to filters and effects that are used on Snapchat and Instagram.

    For the print, we used the eyes in the logo to replace those of the characters in the programmes. This playful appropriation reinforces the idea that it is a creative brand. It is also a nod to filters and effects that are used on Snapchat and Instagram.

    For the print, we used the eyes in the logo to replace those of the characters in the programmes. This playful appropriation reinforces the idea that it is a creative brand. It is also a nod to filters and effects that are used on Snapchat and Instagram.

    For the print, we used the eyes in the logo to replace those of the characters in the programmes. This playful appropriation reinforces the idea that it is a creative brand. It is also a nod to filters and effects that are used on Snapchat and Instagram.

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    Again, for the generic boxes we capitalized on the distinctive signs of this new graphic identity. We can play on different types of eye- expressions for the kids and we can play with different animals for the preschoolers.

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    At the Okoo launch, we proposed capitalising on the concept of diverting the eyes. By referring to the logo and playing with it, we help the audience to remember the name and we illustrate the brand’s promise: interactivity, playfulness, liveliness and intimacy. The campaign places the programmes’ heroes and the children on the same level.

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    It’s simple, funky and efficient, both the common theme and the backbone on which all the music is based. It’s music that we wanted to be rhythmic and lively but certainly not frenetic like you often hear on most children’s channels. Here was where we wanted to make the difference clear. Show that it is a quality public service.

    La Plage
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    We also worked on Okoo’s summer look for France Télévisions.

    The new marine and exotic animals  join the collection (promos, Idents and digital elements) for the younger children while summertime looks are added to the Okoo logo for the older kids.

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    PRODUCERS

    Emmanuelle Lacaze & Eglantine Guitard

    MUSIC STUDIO

    La Plage

    ART DIRECTOR

    Nicolas Lhomme

    Creation of the logotype

    Insign

    awards

    Finalist at the French Ad Club Award with OKOO in the category "TV - Jingles and Idents"
    Finalist at the French Ad Club Award with OKOO in the category "TV - Global Identity of a channel"
    Finalist at the French Ad Club Award with OKOO in the category "Branding - Global Design of a Commercial Brand"
    Grand Prix Stratégies du Design 2020 / Silver Award for OKOO / In the category "Digital and Web Design, Motion Design and TV Design"
    Grand Prix Stratégies de l'Innovation Média 2020 / Gold Award (or) for OKOO / Best "brand identity for a media"
    Promax Awards Europe 2020 / Finalist for OKOO "General Brand Campaign"
    Promax Awards Europe 2020 / Silver for OKOO "Use of Animation"
    Promax Awards Europe 2020 / Gold for OKOO "Channel logo design across multiple media"
    Promax Awards Europe 2020 / Gold for OKOO "On-air ident campaign"
    Promax Awards Europe 2020 / Gold for OKOO "General brand design package"

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