Tennessee Uncharted Concept and Branding
Tennessee Wildlife Resources Agency

Capturing the Tennessee outdoor story. 
 

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.

Insights Help Connect with New Audiences

Advertising as entertainment works best when goals and objectives are clearly outlined and content is created with audiences in mind.

Audience Insight

Motivate an audience to do something new by breaking down barriers such as fears of failure, change and the unknown.

Trends

Recent trends indicate that outdoor leisure activities are on the rise across all demographic groups.

Competitive Benchmarks

Reality meets travelogues. People are hungry for shows where they are with a traveler and not a tourist.

Designsensory partnered with Jon Contino, a New York-based, world-renowned illustrator, to illustrate the official Tennessee Uncharted trademarked logo.
Highlights and Performance Metrics

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.

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