The Discovery Channel came to us to create the brand identity and packaging for their upcoming series Atlas. This series was to bring HD technology to various countries to give the world an insiders view. They asked us to begin with China first, then Italy, Brazil and Australia. During our research we were given access to an amazing array of photography archives along with the Discovery Channel’s library of stock photography. We felt the essence of this series was “High Definition Travel Log” and that the brand should root itself visually from the passport of each country. We wanted the package to no only look as if you were thumbing through a passport, but we wanted the package to actually feel authentic in its passport concept and so synthetic leather and gold foil was introduced. The series ended up becomming a #1 seller for Discovery Channel for several months.