TUMO Liège

TUMO is a free learning centre for creative technologies, born in Yerevan, Armenia, and now present in several major cities around the world. The first Belgian centre opened at La Grand Poste in Liège, backed by GRE-Liège, Noshaq and Agoria. The idea: young people aged 12 to 18 come after school to learn, at their own pace, video games, animation, 3D, filmmaking, music, coding, robotics or generative AI. No exams, no diploma: they leave with a portfolio.

To launch it, we had to speak to two audiences at once: teenagers, who need to want to walk through the door, and their parents, who need to be convinced.

Before writing a single line, we brought a panel of teenagers together for a workshop, to understand how they talk and which expressions really sound like them. That’s where the concept “De spectateur à créateur” (from spectator to creator) came from: bright colours, everyday objects in 3D and lines that ring true, “Glow up ta créativité”, “Teste, crée, try hard”, “Crée ton futur en mode chill”. One version for schools and pupils, another for parents, rolled out on posters and online, with complete brand guidelines.

Then we followed the project for a year, from the announcement of the centre to its first workshops: videos with the teenagers, interviews with project leaders, capsules filmed with smart glasses and digital ad campaigns.