National Geographic is launching Adventure One, its satellite TV channel, with a screen identity designed by Static. The consultancy was appointed following an unpaid creative pitch against four rivals, and the project was completed in three weeks.
The channel primarily targets men aged 18 to 35. “We wanted to design a range of idents which didn’t rely on post-production. But it had to stand out from the other channels,” says Static designer Tim Swift. The range of 3D idents was designed around an A1 marque, denoting Adventure One. The graphics sequence continually reforms the marque over 15-second periods.
Static has also created stings, menus, promo sequences and other branding material in a narrow time frame.
Mark Rock, Static director of creative strategy, says: “The visual look of the channel represents the rush, the adrenaline and the motion that adventure brings.
“If you look at the core audience, you’ll see they want TV that feels different. This is achieved by appealing to them with an absolute graphic sensibility, more akin to magazine design than traditional television graphics.”