We were challenged to launch Discovery and Hasbro’s joint television network venture, The Hub, by establishing a brand strategy that merges the values of both stakeholders. Our goal was to execute the position through a marketing campaign and identity that encourages a co-viewing experience for families.
The identity was built around the concept of coming together, referring to bringing characters from shows together under one identity, and bringing families together to view the network. These landscapes created infinite staging areas for the Hub logo to freely transform in unexpected ways.
IDs were designed to get kids to critically think by featuring recurring characters that interact with the Hub’s signature environment; a spider in the background of one ID may be the featured character in another.