![True rush posters](/imager/images/4578/true_rush_posters_2a73786203be8056e14db254713fe877.jpg)
![True rush post 1](/imager/images/4564/true_rush_post_1_2a73786203be8056e14db254713fe877.jpg)
Discovery was launching a new TV channel with content that skewed towards men.
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 Not through outdated stereotypes, but through energy and attitude.
![True rush billboards](/imager/images/4778/true_rush_billboards_2a73786203be8056e14db254713fe877.jpg)
![True rush brand guide](/imager/images/4752/true_rush_brand_guide_2a73786203be8056e14db254713fe877.jpg)
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: 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.