In late 2017, the creative leadership at Group Nine Media (NowThis, Thrillist, The Dodo) approached EFFIXX with the ambitious call to consider what the “punk” version of a science content channel might look like. Perhaps not literally, but we knew exactly what they meant. Acquired by Group Nine in 2016, the former Discovery Digital Networks had technically already been re-branded and given an interim visual identity but had been lacking the type of youthful energy and attitude that had worked successfully for the group’s other properties. Working with an existing logo mark, we considered how to refresh the brand's visual universe while keeping a few of the core elements established during the transition.

Embedded full-time throughout 2018, our Creative Director joined Seeker to kickstart an in-house design team, give the core brand identity a massive update, and approach each original series with a complete facelift.