Make your world bigger is not just a tagline. It’s the answer to the question: what is the purpose of Discovery?
Discovery's international leadership asked Federico and his team to come up with a tagline for Discovery Channel. Reflecting that the channel name was already a pretty good descriptor of what the brand offered, he changed the brief into: define Discovery as a brand, not just a tv channel.
'Make Your World Bigger' became much more than a tagline: it defines Discovery's purpose, acting as both a promise and an invitation to the viewers. It's a guiding principle by which we create content. It's also an enabling philosophy by which to live one's life. In 2014 we integrated this brand promise across all marketing activity, social media, commissioning, trade and internal communications. By doing so we have transformed how people engaging with Discovery, internally and externally, understand and live the brand: connecting the brand truth to a fundamental human drive we unleashed the power of Discovery as an idea that can change people’s behaviour and outlook on life.
Discovery Creative London originated the idea and created the campaign which has now been adopted across international markets. A number of friends helped us bringing it to life: Ventuethree lent a hand to develop it into a brand platform. Telegraph Hill helped with the content strategy for our social media channels. Proud creative helped with the typography and setting design guidelines.