Harriman Steel rebrands DMAX Italia

Harriman Steel has rebranded the DMAX Italia Channel for Discovery Networks Western Europe by creating a series of ‘cause and effect machine’ on-screen idents, which reference the factual nature of programming.

DMAX rebrand by Harriman Steel
Still from the DMAX ident

Harriman Steel beat three other consultancies to win the work, according to creative partner Julian Harriman-Dickinson.

DMAX rebrand by Harriman Steel
Still from the DMAX ident

DMAX Italia’s core audience is Italian men looking for entertainment and factual content says Harriman-Dickinson who wanted to evocate  ‘men’s curiosity with how things work.’

DMAX rebrand by Harriman Steel
Still from the DMAX ident

Harriman Steel says it sought to capture everything on camera with no post-production – ‘staying true to the channel ethos, that all content is based on real events and situations.’

DMAX rebrand by Harriman Steel
Still from the DMAX ident

The consultancy has worked with interaction designers, model makers, and craftsmen to construct four cause and effect machines which represent four programming strands: engineering and current affairs, motoring and army, wild boys and inks, bizzare foods and pop science.

https://player.vimeo.com/video/50571590

The idents, which are now live on the network, have been timed to coincide with Italy’s digital switch-over.

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