Discovery Networks Asia-Pacific commissioned The DMC Initiative to help launch new children’s channel, Discovery Kids. The massive project involved the design and animation of all on-air channel package elements, marketing concepts for launch and off-air designs developed for trade and consumer markets. Discovery Kids progressively launches over the next year throughout the various Asia-Pacific regions.

The DMCI created an on-air package consisting of a core channel package and 7 genre based sub-brand packages. The extensive toolkit (over 400 elements) includes 14 Channel IDs and is tied together by a regionally specific digital style-guide. Marketing concepts for launch were developed for both trade and consumer campaigns, whilst designs and concepts were created for ongoing marketing collateral which all rolls out regionally, post channel launch. Everything from print ads and merchandise, all the way to a giant inflatable octopus and portable science water park were considered.

Creatively, The DMCI focused on the Discovery Kids logo (DK), giving it character and allowing for it to interact with a ‘world of endless possibilities’ whilst also reinforcing a core Discovery Kids message that the channel was to be a portal for smart children’s programming. The package is colourful, energetic and aesthetically references craft based mediums, further stylized and developed in 3D and 2D animation software.

Discovery Kids will rollout over the next 6 months throughout all of Asia-Pacific, beginning in India, Indonesia and the Philippines, followed by Singapore, China, Japan and finally launching in Australia.


CLIENT: DISCOVERY NETWORKS Asia-Pacific – Creative Services

Vice President - Karen Cheah

Executive Producer - Chris Leow

Production Manager - Eileen Lim

Production Coordinator - Erin Lin


Creative Director - Nathan Drabsch

Lead Designer - Brecon Littleford

3D Technical Lead - Tim Clapham / Luxx


Sound Designer - Lim Koon Soo

Sound Designer - Kelvin Tan

Producer - Ler Lee Cheng

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