Today, Discovery Communications launched Velocity, a new HD-only television channel tailored to upscale men. With its reputation for branding savvy and top shelf production quality, broadcast agency Impossible was selected by Discovery to create the Velocity brand and launch the network with a distinctive, eye-catching look.
When Discovery decided last year to let the sun set on HD Theater, they envisioned boldly rebranding the channel to shine brightly into a formerly untapped corner of the market: upscale men. As the creative agency tasked with developing the brand, Impossible imagined Velocity as an exclusive club where affluent men watch the best in automotive, travel, leisure, adventure and sports programming. This "exclusive club" concept captured the imagination of Discovery and ultimately became the foundation of the Velocity brand.
To complement the high-octane brand, Velocity is launching with a bevy of fresh character-driven, automotive programming featuring Ryan Friedlinghaus (Inside West Coast Customs), Dana Mecum (Mecum Auto Auctions), Mike Seate (Café Racer), Chip Foose (Overhaulin’) and Wayne Carini (Chasing Classic Cars).
“We designed a brand and on-air identity reminiscent of an exclusive men’s club, where the network's talent is like the 'Velocity board of directors.' Each of those guys represents various aspects of Velocity – being your ‘own man' and having the means to live life on your own terms. The brand is at once authentic as well as aspirational,” says Brian Eloe, Associate Creative Director at Impossible.
From the brief to brand, and from concept to final delivery, Impossible worked closely with the Discovery team to design and produce the extensive on-air and off-air identity. A metal “V,” harkening great automotive design, was introduced as the network logo while image spots and a teaser campaign offered viewers an exclusive sneak peek prior to the channel's launch. Once the project was completed, Impossible's brand package contained more than 100 on-air, off-air, digital and print elements.
“Impossible helped Velocity define our brand beyond a mere graphics package. And in the process, we found defining our brand to our internal team inside Discovery was equally as important as defining it to our viewers and advertisers,” said Douglas Lerner, Director Marketing Strategy at Velocity / Discovery Communications.
Joel Pilger, President and Founder of Impossible, explained,“The opportunity to create an iconic television brand like Velocity, for such a respected family of networks as Discovery, is a rare privilege for any creative agency. From the very start, Impossible had a passion for this brand and the niche it aims to fill. As both creative professionals and as viewers, we really believe in the brand we've developed and we're excited to watch Velocity succeed in the marketplace."
As a high-profile rebrand assignment, Velocity is part of an increasing trend at Impossible. Already well-known for their national broadcast work in commercials, promos and integrations, an increasing amount of Impossible’s expertise is now focused on network rebrands. Other recent rebrands include Great American Country (GAC), the Mountain West Sports Network (The Mtn) and Military Channel.
Impossible (impossible.tv) is a leading broadcast agency and production company based in Denver, CO and Burbank, CA. Impossible's creative and strategic expertise is narrowly focused on commercials as well as network branding, promos and integrations. Among their clients are the television networks of Discovery, Scripps, Sundance and A&E, as well as brands Blockbuster, DISH Network, MoneyGram and MillerCoors. Industry recognition for Impossible’s work includes Clio, Emmy, Promax, BDA, Addy, Art Director and NY Festival awards and more.