MUMBAI: Recognising and responding to the needs of an evolving media landscape, Concrete Pictures has extended the efforts of its team to include mobile phone platforms.

The creative agency has announced the completion of a branding and graphics package for the recently launched Discovery Mobile, a 24-hour mobile programming network featuring original content from across Discovery'sfamily of networks including Discovery Channel, TLC, Animal Planet, Travel Channel and Discovery Health Channel.

T“Tackling the design challenges of mobile phones, Concrete delivered a graphics package that is visually engaging, representative of the Discovery brand and well-suited for the small screen,” said Douglas Craig, vice president, new media, Discovery Communications.

Spearheading the Discovery project for Concrete Pictures was Paul Westergard, Creative Director. His creative crew designed a graphics package based entirely on organic boxes, which open, close and shift around the screen to reveal new information. The compact nature of mobile phone screens demanded that the graphics be over-sized with a dark background, so Concrete’s team incorporated this into the logo animations and menu bumpers created for the project.

Concrete Pictures’ senior VP, creative services Andy Hann says, "We have enjoyed a long and rewarding working relationship with Discovery Communications. This latest project added a new dimension to the whole picture, and we look forward to continuing to expand this area of our business with Discovery and other partners.”