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Troika Immerses Itself In The Discovery Brand Identity

Troika Design Group, a strategic branding and design agency, has teamed up with Discovery Channel to refresh the network’s brand communication and identity.

Press Release from Troika Design Group

(HOLLYWOOD, CA - May 10, 2011) Troika Design Group, a strategic branding and design agency, has teamed up with Discovery Channel to refresh the network’s brand communication and identity. The comprehensive package, which includes image spots, show promos, navigational tools and upfront sales tapes, hit air with the launch of Deadliest Catch on April 12th.

With an unprecedented amount of new show launches, Discovery Channel looked to refocus their well-established brand by connecting viewers directly to the talent, letting the talent take them on an energetic and immersive journey into the personality of the network and its shows. In doing so, Discovery established a bright, fun and optimistic identity that truly reflects the character of its talent and programming. All refreshed elements were created with the goal of tightening the network’s identity to create a common vision across all promotion, from blue chip special launches to weekly episodic promos.

To visually express the network’s brand values, Troika Design Group built an identity around the immersive world of Discovery Channel’s programming and talent. Two live-action shoots were conducted to capture icons that represent the talent’s world – fire extinguishers for Mythbusters, cockroaches for Dirty Jobs - and signature elements were developed with heavily graphic, documentary-style animations featuring rack focuses, grain and dust particles. Fast-paced editorial cuts and upbeat music were incorporated into image spots, network IDs and promos and to lend a sense of fun and energy to the spots.

Troika was also tapped to conceptualize, write, design, animate and edit multiple sales tapes for Discovery Channel’s upfront presentations. Each tape was specifically developed to take advantage of the network’s custom three-screen setup, showcase the network’s new brand identity, and incorporate relevant sales information for prospective advertisers. The goal was to present a reinvigorated and consistent Discovery brand.

Said Reid Thompson, creative director at Troika, “As longtime fans of Discovery it has been a pleasure to dig in with the team to bring refreshed clarity to the identity. Goals included adding new energy, making the worlds of shows more accessible and creating a graphic language that unites the programming. It was important to connect the shows back to the brand and to establish visual tools that reflect the network’s optimism, curiosity and hands on approach to entertainment.”

Discovery’s new identity was developed by a team of over 15 creatives and producers at Troika and was delivered in an easily updatable toolkit format. The project was created in Adobe After Effects, Maxon Cinema 4D and Apple Final Cut Pro.

About Troika Design GroupTroika is an award-winning integrated agency known for solutions-oriented strategy and design for clients in entertainment media. Based in Hollywood, Troika is a hybrid, combining a brand consultancy and a design studio, bringing together a unique team of designers, producers, animators, editors and conceptual thinkers who specialize in brand and creative strategy, design, production, and brand stewardship. The agency was founded in 2001 and is led by industry veterans Dan Pappalardo and Chuck Carey. The company has worked with top entertainment media brands, including ABC, FOX, Time Warner, Disney, ESPN, EA Sports, The CW, TNT, Starz, Oxygen, VH1 and Telemundo. For more information, please visit or call Robert Blatchford at 323.965.1650.

Production Credits

Executive Creative Director – Dan Pappalardo

Executive Producer – Holly Eddy

Creative Director – Reid ThompsonCreative Director - Whit Friese

Art Director – Heather Kim

Producer – Scott TinterProducer – Joan Zierler

Associate Producer – Trevor Steadman

Senior Animator – Mark McConnellSenior Animator – Cory Strassburger

Animator - Chad BonnonoAnimator – Orlando CostaAnimator – Eric Del GrecoAnimator – Brad MitchellAnimator - Anthony HahnAnimator - Gary HubertAnimator - Don Phillips Jr.Animator - Greg Reynard

Designer – Simrit BarDesigner – Camille ChuDesigner – Juan DeclanDesigner – Daniel GarciaDesigner – Nathaniel HoweDesigner – Earl JenshusDesigner – Marc JuonDesigner – Seton KimDesigner – Vanessa KochDesigner – Stan LimDesigner – Maziar MajdDesigner – Jyoteen MajmudarDesigner – Pamela OleckiDesigner – Mindy ParkDesigner – Marcello PetrellaDesigner – Mike Tello

Editor - Adam BlumingEditor - Hans CarrilloEditor - Chip EddyEditor - Patrick FogartyEditor - Fred Foquet

Writer – John ConveyWriter – Tom PaceWriter – Charles Short

Production Coordinator – Chet PatelProduction Coordinator – Eric Zapakin

Design Assistant – Michael ArcangeliDesign Assistant – Hyejung Bae

Edit Assistant – Jeff Hayford

Design Intern – Tim ChengDesign Intern – June Sim

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