The Tennessee Uncharted identity needed to capture a look and feel that was representative of Tennessee and would resonate with outdoor enthusiasts and travelers alike.
Who better to work with than renowned illustrator Jon Contino, whose retro-but-modern aesthetic has appeared on hundreds of international ad campaigns, magazine covers, movie posters and clothing. We had previously collaborated with Contino to handcraft an entire alphabet for our work on Tennessee Department of Tourist Development’s website redesign.
Evoking characteristics of folk art, trailblazers and music makers, the original typography sets Tennessee apart as the first state to develop its own letter style to promote travel and tourism. With Tennessee Uncharted, our state is, once again, in the spotlight. We wanted to capitalize on the connection—to convey the look and feel of that particular “Tennessee style.”
In addition to the show itself, the Tennessee Uncharted mark can be seen in advertising, across social channels and on collateral and apparel.
Advertising as entertainment works best when goals and objectives are clearly outlined and content is created with audiences in mind.
Motivate an audience to do something new by breaking down barriers such as fears of failure, change and the unknown.
Recent trends indicate that outdoor leisure activities are on the rise across all demographic groups.
Reality meets travelogues. People are hungry for shows where they are with a traveler and not a tourist.
Both Designsensory, PopFizz and TWRA teams were thrilled at the response to the first season. The 6 months in concept development and 4 months of intense shooting and editing paid off:
National First Place for Television Series - ACI National
TNUncharted.com averaged 256 views per day in its first month
Potential audience of 5 million viewers through public television in Tennessee.