Discovery UK has rolled out biggest ever brand refresh across its entire free-to-air portfolio.
The new branding for Quest, Quest Red, Really, HGTV, Food Network and DMAX follows research that showed the popularity of streaming service dplay and the potential to use it as a platform to create a unifying brand.
It creates a family of channels with a shared on-screen presentation and a seamless transition between the on-air channels and between the linear and streaming brands.
The branding work was created in-house by Discovery Creative London based on a refresh of Dplay Nordics by Red Bee Creative last year.
Rebecca Diver Phillips, VP Brand Strategy, commented: “We are proud to unveil a new visual identity for our free-to-air channels. With dplay serving as the unifying brand, it allows viewers to navigate our content across all platforms in a seamless and entertaining way. We are particularly pleased to have been able launch it at this time, while our ‘stay home heroes’ are tuning in to our channels to watch the programmes they know and love.”
The rebrand comes on the back of a hugely successful year for Discovery UK in 2019, which among other records, saw five of the six free-to-air channels achieve their best years ever for audience share.
Viewing of dplay, which took on the role of AVOD aggregator in Q4, resulting in an increase in views of 120%.