TZGZ

SYFY NETWORKS

OVERVIEW

MORE TZGZ:

TZGZ is SYFY’s late-night destination for stoner programming, where regular scheduling is traded for a "higher" television experience. We partnered with SYFY to bring this surreal block to life, designing and animating over seven minutes of original content. We branded the franchise, created mind-brending IDs, and developed narrative interstitial series like High Wizard and Planetary Gossip. It was an amazing opportunity to throw out the rulebook and get werid.
 

CHALLENGE

After a successful soft launch in 2019, SYFY needed a fresh brand and visual identity that truly reflected TZGZ’s role as an experimental comedy incubator. We were invited to redefine the look in a way that embraces the amorphous content and celebrates the nonsensical name. What does TZGZ mean? Who knows. Who cares?

STRATEGY

Embrace the strangeness of the name. Our strategy was to build a framework strong enough to house the chaos. We needed a system that could lean into the absurd and unexpected, while providing the structural guardrails necessary for the brand to evolve alongside the unpredictable programming.

APPROACH

Our solution anchors on a new motion logo that defines the character of the brand. Its quirky, constant dance embodies the unstable nature of TZGZ, infusing an irreverent personality into every aspect of the system. The result is a robust cross-platform package that blends the functional with the mischievous, unifying an eclectic menagerie of content into one cohesive family.

NARRATIVES

To help craft the series of endpages, the B&T devised a simple technique - the micro narrative. Each Endpage tells a "story" that inspires its execution. The billigerant cat. A toasty landcape. Tomorrow's parkinglot. A magnetic why.