Discovery relationships
External Agency
Positioning,
Brand Identity
1 x 8-week sprint
Internal Consultant
Category Definition,
Positioning,
Portfolio Strategy
, Brand Architecture, Sales integration
1 x 16-week sprint
Deliverable
Discovery originally approached me to create a Brand Identity for a digital channel about exploration. We created the Name and Visual Identity for the channel Seeker in a short three-week sprint.
Seeker gained market share but within a year Discovery asked me to look at the entire Brand Architecture of Discovery Digital Networks to find a way to consolidate the portfolio of channels into a more manageable brand to grow the business with new audiences.
Discovery’s value proposition; “To satisfy curiosity by providing the highest quality content that entertains, engages and enlightens” talks to a world that learns by watching or reading. But Millennials seek wisdom in another way – through ‘Applied Curiosity’. Simply put Millennials learn by doing.
Applied Curiosity, a tough ask for any content company, corresponded with two valuable gaps in the customer experience. Most of Discovery’s competitors were pumping out sensational content only showing the adrenalin rush of activity. But Millennials, who were busy doing, rather than watching turned out to also need inspiration, help with organization, and sharing a post-experience sense of meaning.
Iterative Wisdom, the intersection of exhilaration and meaning became positioning for the Seeker Brand. The Seeker name and Identity represent that continual search.