Seeker – A New Digital Brand for Discovery
Brand Strategy, Brand Identity, Motion Design & Product Prototyping, Go-To-Market Strategy – 4 Week Sprint.
Discovery originally approached CCO to create a Brand Identity for a digital channel about exploration, CCO 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 CCO 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 targeted at Millennials.
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 is a tough ask for any content company, but CCO identified 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 actually 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 represents that continual search, the pings of each call made to the networkwarranting a response from the network revealing the missing piece of the identity, the stem of the K. The remaining ‘Chevron’ challenging the viewer to do, to inspire action. The missing stem, The Obelisk, the monument to finding new meaning and the commitment to building wisdom iteratively.
Seeker.com grew from 480,000 visits to 4,550,000 in the first two months of launch.
Jessie Van – Motion & Prototyping
Marc Shillum – Creative Direction, Naming, Brand Identity
Paul Valerio – Brand Strategy & Research
The brand fonts, Visby, Lora and Montserrat we're all designed by Millennials: Connary Fagen, Olga Karpushina and Julieta Ulanovsky.