The Wildlife Network
Animal Planet is one of Discovery Communications’
best known brands. The wildlife- and pet-friendly
network –just completing its 10th anniversary –
wanted to grow the network’s ratings and build on
the tremendous goodwill invested in the brand by
repositioning itself as an edgier, more adult-focused
entertainment destination.
We were appointed to create a new on- and off-air
identity. Previously, Animal Planet was seen as
heraldic and observational in its storytelling
approach. The brief to us was to create a look that
expressed the new values: instinctive, immersive,
playful, emotional and entertaining.
