Lambie-Nairn has redesigned the on-air look and feel of the Discovery Channel as it moves to appeal to a wider audience and ensure a closer fit with its new tagline, ‘Got to Know’.
The work, which features a comprehensive package of on-screen branding, is scheduled to go live on 15 September. It is understood to include a generic ident for the channel, two genre-specific idents – details of which are still under wraps – and an ident for Discovery’s Science Night.
It is understood the creative work aims to reflect the positioning of the channel, based on a creative brief centred around the idea of ‘Got to Know’.
The Discovery Channel has been extending the genre of its programming by broadcasting more personality-fronted programmes. Lambie-Nairn’s work follows the appointment of former adman David Abraham two years ago to the post of general manager of Discovery Network Europe.
Abraham, co-founder with Andy Law of ad agency St Lukes, was brought in to unify the company’s nine channel brands, making them work both on- and off-screen.
‘My job is to bring definition to the brands,’ says Abraham. ‘TV is incredibly high velocity [compared with advertising], although very unstrategic.’
Discovery channels include Animal Planet, Home and Leisure, Health and Kids.