With the launch of Discovery +'s digital platform, MOCEAN was asked to brand ID’s true crime genre through a series of promo packages and spot, giving the genre an elegant and thoughtful voice that separates in the sea of murder-mystery shows.

Using visual metaphors to highlight the unique qualities of each show, MOCEAN looked at each story through a filter specific to that crime. A steamy shower stall represented not only the crime scene but also became an ambiguous backdrop for the script in The Jodi Arias Story promo. Literal tape became the visual timeline for murder in the Murder Tapes spot and ID’s Love Gone Wrong spot violently bisects photographs of the happy couple representing the thin line between love and hate.