Just 3 years old, Discovery Network’s Destination America had passed its test as a fledgling channel and now needed to get to the next level: establish its brand and spread the word. Ghost hunting, bayou venturing and bbq enthusiasts; their homespun lineup celebrates the people, places and stories of the US. Destination America wanted the new brand to represent the fun, wild tone of their programming.


We developed a visual identity system that delights in Destination America's homespun lineup of all things good: fun, food and phantoms. Playful, animated icons combined with a vibrant color palette pack punch and inject whimsy giving the network a cohesive look and feel. The system is bold and nimble to support current initiatives and expandable for future programming. The tone of voice now matches the spirit of the network: a celebration that's loud and proud like the 4th of July and worthy of its tagline: Destination America, the United States of Awesome.