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  • NatGeo Rebrand (ID's)
  • 2012 - National Geographic Channels International commissioned LUMBRE to create four new ID's and a system for editable promos and bumpers that reflect the new direction of the channel for it’s subsequent rebranding.

    The client wanted us to find several creative takes, with varying levels of complexity while mantaining the spectacle that their shows require: a new concept to ensure that each program is a huge event. The challenge was three-fold since we had to cover both editable package promos and bumpers, a new ID’s campaign, as well as all kinds of resources to transform NatGeo in a tremendous entertainment channel.

    To achieve this, we proposed a lot of tools as well as composition and narration rules, to reinforce the enormity in each case. We developed several ways to build bumpers and promos and also proposed a lot of stories for ID's.

    The client liked the proposal so much that we were asked to make four of these ID's plus an internal circulation reel to show how the new elements of the package would work.

    The new concept of NatGeo “This is who we are” talks about how we are a community of people eager to experiment and use our own bodies in this experimentation. Starting from here, they wanted to take out the philosophical and cold side of science and keep the excitement for exploration.

    The aim was to transform a purely scientific and experimental feeling into something human and enjoyable. This applies to the logo as well, which is not a decorative element, but the protagonist who triggers the experiment.

    From the preproduction and the shooting to the final delivery we were constantly chalenged to respect all the attributes that represent the channel and make it successful, keep it’s essence while simultaneously give it a new life and tone.

    This is the result of several months of work and fun:

  • "Nat Geo ID's 2012"
  • Process: These are all the proposals we presented.
  •  ID_"Anamorfosis"
  •  ID_"Sand_Glass"
  • ID_"Magnet_Magnetic_Liquid"
  •  ID_"Ipad_Light_Paint"
  •  ID_"Laser_Mirrors"
  • ID_"Fisheye_Lens"
  •  ID_"Perspective"
  • ID_"Pigments"
  • ID_"Thermal_Scanner"
  • ID_"Shadow"
  • ID_"Light_Tube"
  • ID_"Tube_Deforms"
  • ID_"Tubes_Fluorescent_Paint"
  • These are only the ID's, check out the Promos and Reel here:
  • Credits
  • Client:

    NatGeo & Fox International VP´s: Florencia Picco, Rafael Sandor
    NatGeo VP / WDC: Emanuele Madeddu
    NatGeo Senior Coordinator: Maricruz Castillo Merlo
    NatGeo Creative Director / BA: Mariano Barreiro
    NatGeo Art Director / BA: Natalia Español


    Creative Director: Sergio Saleh
    Executive Producer: Pablo Encabo
    Assistant Producer: Evelyn Robayo
    Concept boards: Damian Stricker, Paula Vidal, Ariel Cabrera, Rodrigo Pais, Juan Fittipaldi, Adriana Campos
    Sound design: Emilio Haro, Pablo Paz
    Production company: CINCO
    Post Production: WOLF