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.
Discovery
Discovery Destinations
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!” JANICE WISMAR DIRECT MARKETING DESIGN, DISNEY BRANDED TELEVISION
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.