Discovery Channel created a very specialized HD channel that appeals to those viewers who seek to be engaged with the world around them. In order to connect with these viewers, Discovery wanted to utilize the online channel to provide an exclusive look into this new HD world. Discovery's CLUB1080 is a Web site that uses exploratory-based navigation, which aligns with the curious nature and mind-set of their ‘insatiable’ target. Users are able to delve into a unique navigational environment based on natural patterns formed in nature. The result is a Web site experience that is unique in both visual and user experience.