Great rebrand of the TV channel DMAX Italia from HarrimanSteel. Lovely eye candy idents.
DMAX Italia were hungry for a new type of TV experience for its audience to coincide with the country turning digital. Their brief was to create a bold, innovative, vibrant identity and on screen presence which would offer something different, but with REAL substance.
HarrimanSteel worked with Director George Wu to construct 4 ‘Cause & Effect’ machines, each highlighting DMAX’s 4 major programming strands by utilising objects that take their cues from the channels content. Each object intrinsically linked to the next, with each machine playfully ending on the logo.HarrimanSteel’s inspiration came directly from the Channels content itself and the fact that DMAX Italia is 100% factual. The new channel branding appeals directly to mens innate curiosity of how things work and function. Making this the destination channel for men with more than one thing on their mind.
Client: Discovery Networks Western Europe
Creative Director: Julian Harriman-Dickinson, Directors: Julian Harriman-Dickinson & George Wu
Art Directors / Designers: Tom Austin / Doug Stewart & Thomas Humeau
Agency Producer: Sam Goldthorpe
Production Company: Bolder TV (Shoot production, Edit & Post)
Producer: Tim Bolderson
D.O.P: Nic Bennet
Machine Design: George Wu & Freddy Tuppen
Interactive Design / Model-making: Sitraka Rakotoniaina, Nick Mortimer / Cat Johnston, Courtney Cornelius, Laura Penman.