Discovery
Discovery Destinations

Branding

Turning an entertainment brand into an experience

Discovery’s adventure-driven reality shows have captivated audiences of all ages, making the network a household favorite. When they ventured into launching cruises, destinations, and location-based experiences, our extensive history with Discovery positioned us as the ideal partner to bring this exciting new brand extension to life.

CHALLENGE
Without the ability to lean on specific shows or ownable characters, how could we position Discovery Destinations in the minds of consumers?

INSIGHT
By taking a consumer-centric, first-person point of view, we were able to re-envision the DNA of Discovery as the perfect launching point for our creative:

Adventure
Activities are designed to provide an up-close and immersive experience. Our travelers should expect to hike through rainforests and national parks, trek along ancient trails, go on safari, and explore uncharted terrain.

Adrenaline
Once-in-a-lifetime experiences that push past your fears and take you to places very few have been. Rappelling off the side of a mountain, barreling down Class V rapids, summiting mountaintops, or competing in a marathon.

Nature
See spectacular wildlife and waterfalls, majestic mountains, and rugged beaches. Discovery Destinations immerses you in the jaw-dropping beauty of both the inhabited and uninhabited world.

Science
Discover how things are made, what makes them work, where they came from, and why they exist. Gain a deeper understanding behind some of the biggest mysteries of the world.

Curiosity
Quench the thirst for knowledge about the world around us, as we are never too old to learn something new. Visit historic sites, architectural marvels, and old-world cities while experiencing ancient cultures and local food.

APPROACH
By inviting the audience to envision themselves becoming part of the exciting, globe-spanning experiences they love, we could create a compelling brand that brought the promise of Discovery to life.

POSITIONING
We used Discovery’s core identity as a foundation, shaping the DNA of Discovery Destinations to resonate with what audiences love about their shows, but from a traveler’s perspective. By showcasing how the adventurous spirit of their favorite programs could translate to real-world locations, we successfully captured the emotional appeal of the new brand.

LOGO & DESIGN SYSTEMS
A new logo and graphic system were created, combining natural textures with worn vintage type and graphic elements to feel personal, tactile, and real. We drew inspiration from vintage travel, postcards, and stamps, all reimagined in an adventurous palette that was both modern and global.

PACKAGING & PRODUCTS
To bring mementos of Discovery Destinations’ adventures and vacations to life, we imagined a full range of packaging, product, and souvenir concepts. These celebrate the same spirit of exploration, adventure, and fun that is woven throughout all the thinking behind the brand.

“Having worked with the SJI team for over 7 years I can say they are my preferred agency for all creative projects. They developed branding hierarchy and logos, brand positioning and assets for hotels and resorts, product packaging, website framework and templates, and sizzle videos for our various consumer facing businesses. Not only was the work stellar and reflective of our vision and goals but also, they are a complete pleasure at every interaction. Their progressive and on trend creative lens was apparent in the unique vision they developed to set us apart from our competition. I can not praise their work and ethics enough. Suzy and her team lead the pack in innovation and out of the box thinking. I look forward to partnering with them again soon!” Christina Wacker

BRAND GUIDE
Our holistic approach—encompassing brand positioning and voice, identity, design systems, color and photography guidelines, and product concepts—culminated in the creation of a Brand Guide. This guide not only served as a promotional asset but also as a definitive manual, establishing the foundation for the brand’s adventurous spirit and visionary outlook.

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