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Branding Agency Revamps Network’s Identity to Bring New Communication to Discovery’s On-Air Packaging, Promos & Upfront Presentations

Troika Design Group

, a strategic branding and design agency, has teamed up with

Discovery Channel

to refresh the network’s brand communication and identity. The comprehensive package, which includes image spots, show promos, navigational tools and upfront sales tapes, hit air with the launch of Deadliest Catch on April 12th.

With an unprecedented amount of new show launches, Discovery Channel looked to refocus their well-established brand by connecting viewers directly to the talent, letting the talent take them on an energetic and immersive journey into the personality of the network and its shows. In doing so, Discovery established a bright, fun and optimistic identity that truly reflects the character of its talent and programming. All refreshed elements were created with the goal of tightening the network’s identity to create a common vision across all promotion, from blue chip special launches to weekly episodic promos.

To visually express the network’s brand values, Troika Design Group built an identity around the immersive world of Discovery Channel’s programming and talent. Two live-action shoots were conducted to capture icons that represent the talent’s world – fire extinguishers for Mythbusters, cockroaches for Dirty Jobs – and signature elements were developed with heavily graphic, documentary-style animations featuring rack focuses, grain and dust particles. Fast-paced editorial cuts and upbeat music were incorporated into image spots, network IDs and promos and to lend a sense of fun and energy to the spots.

Troika was also tapped to conceptualize, write, design, animate and edit multiple sales tapes for Discovery Channel’s upfront presentations. Each tape was specifically developed to take advantage of the network’s custom three-screen setup, showcase the network’s new brand identity, and incorporate relevant sales information for prospective advertisers. The goal was to present a reinvigorated and consistent Discovery brand.

Said Reid Thompson, creative director at Troika, “As longtime fans of Discovery it has been a pleasure to dig in with the team to bring refreshed clarity to the identity. Goals included adding new energy, making the worlds of shows more accessible and creating a graphic language that unites the programming. It was important to connect the shows back to the brand and to establish visual tools that reflect the network’s optimism, curiosity and hands on approach to entertainment.”

Discovery’s new identity was developed by a team of over 15 creatives and producers at Troika and was delivered in an easily updatable toolkit format. The project was created in Adobe After Effects, Maxon Cinema 4D and Apple Final Cut Pro.

About Troika Design Group

Troika is an award-winning integrated agency known for solutions-oriented strategy and design for clients in entertainment media. Based in Hollywood, Troika is a hybrid, combining a brand consultancy and a design studio, bringing together a unique team of designers, producers, animators, editors and conceptual thinkers who specialize in brand and creative strategy, design, production, and brand stewardship. The agency was founded in 2001 and is led by industry veterans Dan Pappalardo and Chuck Carey. The company has worked with top entertainment media brands, including ABC, FOX, Time Warner, Disney, ESPN, EA Sports, The CW, TNT, Starz, Oxygen, VH1 and Telemundo. For more information, please visit

or call Robert Blatchford at 323.965.1650.

Production Credits

Executive Creative Director – Dan Pappalardo
Executive Producer – Holly Eddy
Creative Director – Reid Thompson
Creative Director – Whit Friese
Art Director – Heather Kim
Producer – Scott Tinter
Producer – Joan Zierler
Associate Producer – Trevor Steadman
Senior Animator – Mark McConnell
Senior Animator – Cory Strassburger
Animator – Chad Bonnono
Animator – Orlando Costa
Animator – Eric Del Greco
Animator – Brad Mitchell
Animator – Anthony Hahn
Animator – Gary Hubert
Animator – Don Phillips Jr.
Animator – Greg Reynard
Designer – Simrit Bar
Designer – Camille Chu
Designer – Juan Declan
Designer – Daniel Garcia
Designer – Nathaniel Howe
Designer – Earl Jenshus
Designer – Marc Juon
Designer – Seton Kim
Designer – Vanessa Koch
Designer – Stan Lim
Designer – Maziar Majd
Designer – Jyoteen Majmudar
Designer – Pamela Olecki
Designer – Mindy Park
Designer – Marcello Petrella
Designer – Mike Tello
Editor – Adam Bluming
Editor – Hans Carrillo
Editor – Chip Eddy
Editor – Patrick Fogarty
Editor – Fred Foquet
Writer – John Convey
Writer – Tom Pace
Writer – Charles Short
Production Coordinator – Chet Patel
Production Coordinator – Eric Zapakin
Design Assistant – Michael Arcangeli
Design Assistant – Hyejung Bae
Edit Assistant – Jeff Hayford
Design Intern – Tim Cheng
Design Intern – June Sim