In the brand identity business, it can be difficult to produce truly daring and creatively challenging work. Not that these ideas don't get pitched, but the desire for the channel brands not to alienate or upset viewers often leads to dilution and compromise. But when a brand like Discovery Networks Europe asks you to turn the established conventions of channel identity on their head, you tend to take them at their word.

Using the Network's positioning of 'true to life' as a starting point, the core idea was based around creating stories that reflected Discovery's brand of programming, but that left the audience the room to discover and interpret these stories themselves.

The shooting style of each ident was deliberately 'raw' with the camera locked-off to avoid editorial inference and to portray the 'truth' of each scene. This technique allowed a bold focus on the composition, ultimately creating the effect of a 'moving photograph'. To ensure consistency of effect, the same Director of Photography and creative team was involved in production across each region.

Confirmation that we had created something special came in the form of the 2007 Design Week Award for Best TV Film and Video Graphics. Presenting the award, digital design pioneer Malcolm Garrett praised the identity as: 'Something simple, something beautiful, something elegant, something refreshing and something eerily calming to enjoy in those short breaks between crazy reality shows and frenetically paced ads'.

"Red Bee Media's expertise in channel branding shone through with its ability to push the boundaries and create a distinct new look for Discovery Networks Europe that reflects our 'true to life' brand."
Maurizio Vitale, Vice-President of Promotion and Marketing, Discovery Networks Europe