Taking the brand guidelines we developed – logo, color, typography – and translating them into a dynamic on-air identity spanning promo toolkits, branded entertainment, navigational graphics, and social content. The mandate: create a system built for longevity, not a single-use campaign.
Role: Concept. Design. Animation.
Shark Week campaigns typically center on a single annual theme – a creative approach with a built-in expiration date. This year, Discovery asked for something different: a broadcast identity system flexible enough to serve multiple seasons and adaptable enough to meet evolving creative needs without a complete rebuild.
We developed a "mix-and-match" system built on six unique, fully CG underwater environments. Each environment can be combined with dynamic typography setups, giving Discovery's in-house team and external vendors the ability to generate endless variations while maintaining brand consistency.
The environments were paired with comprehensive After Effects toolkits – empowering teams to create any graphic element the broadcast requires: Shark Week end pages, show-specific end pages, Discovery wordmark openers, title cards, tune-in pages, and more. Every element was delivered across formats for broadcast and social: 16×9, 9×16, 1×1, and 4×3.
Beyond promo graphics, we redesigned the complete on-air navigational package – the Shark Week bug, menu system, on-screen text treatments, and countdown clocks – ensuring a unified visual language from tune-in spot to live broadcast.
A brand identity that doesn't expire. A toolkit that scales. A system designed to grow with Shark Week for years to come.
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