Impossible Establishes New Brand Identity for the Military Channel

April 6, 2010 - PRLog -- Using their distinct creative skills and resources, award-winning design and effects studio Impossible was awarded the high-profile assignment of creating a comprehensive redesign of the Military Channel (http://military.discovery.com) brand for Discovery. Seen in over 55 million households, the Military Channel covers a lot of ground, featuring shows about history, technology, courage and long-held military traditions.

"We were looking for a network redesign that was true to our values but also unique and sophisticated," said Alberto Enriquez, Consulting Creative Director for Discovery. "From the very beginning of the pitch phase and beyond, we were blown away by Impossible's creativity and continue to be impressed with what they deliver."

In preparation for the nationwide launch in March 2010, Impossible worked closely with network executives to design Military Channel’s on-air identity. Elements included a graphics tool kit and a monthly themed package that the Military Channel could customize and use in all of their broadcasts. Impossible also wrote, shot and produced an “Anthem” promo campaign that gave viewers their first glimpse at the new look.

“The goal was to develop a look that was both in-sync with their core demographic audience and the heroic feel that military themes bring to mind,” says Joel Pilger, Creative Director/Partner at Impossible. “We wanted it to have a personality big enough to resonate in the public’s consciousness beyond the TV screen to make the viewer understand what the Military Channel was all about.”

The new look revolved around the elements shot during a five-day HD shoot at the Wings Over the Rockies Museum in Denver. Focusing on iconographic military imagery, Impossible filmed a mix of modern and historic soldiers, gun, equipment and aircraft. Tight close-ups and dramatic lighting gave the footage a gritty quality that fit perfectly with the on-air identity Military Channel wanted to create. The final touch of creating a 150-pound practical steel logo and filming it in dirt, sand and mud provided an authentic capstone to each promo.

"Getting the chance to create an iconic television brand for the only network devoted to military subjects was an exciting opportunity for us,” says Steve Urbano, Director/Partner at Impossible. “We have enjoyed seeing our design motifs and broadcast elements reveal to viewers what the Military Channel is all about.”

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Impossible is a leading design and effects studio fusing live action, design and visual effects to get brands noticed on television. Based in Denver, Impossible's expertise includes promos, broadcast design, commercials and brand-sponsored entertainment. Among their clients are Crispin Porter + Bogusky, Discovery Networks, Sundance Channel, A&E, IBM, DISH Network, Charter, Polaris, and MillerCoors. Several of their projects are among the permanent exhibits of the Smithsonian Institute. Industry recognition for Impossible’s work includes Clio, Emmy, Promax, BDA, Addy, Art Director and NY Festival awards and more.