Discovery Channel: DMAX


Whilst working at London based agency Devilfish, I worked on the re-brand of Discovery Germany (DMAX). The brief was to broaden the appeal of the channel to a wider audience, and create a visual style for the channel which was less overtly masculine in its aesthetic.

To answer this, we incorporated a 'mirrored' version of the logo into various scenes typical of the content aired by the channel. Action took place in the reflection of the logo as the camera pulled through the scene, retaining the brands strong visual identity, but integrating the brand into the scenes in a considered and subtle manner.

I worked primarily on the concept and creative direction of the project, which was then brought to life by the whole team.