Discovery | Rush

Discovery | Rush

Brand Strategy
Core Design

Discovery was launching a new TV channel with content that skewed towards men.

Our task? To brand the new channel in a way that would resonate with the target audience, with a flexible and distinctive design system that would draw people in. But how do you appeal to men in a time when traditional gender roles are constantly evolving?

We interrogated the ever-changing Kiwi cultural codes and global trends to find fresh ways of appealing to the target market. Not through outdated stereotypes, but through energy and attitude.

Rush is an entertainment brand that moves forward, not back. Energy, speed, and adrenaline.

Full noise, all the time. It’s in the name, and it’s in the design: Bold Italic headlines that streak across the page, gradients and movement lines that provide a sense of urgency. A bold flexible colour system that excludes no one. And a tagline: Experience more.

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