As National Geographic's lesser known arm, this client was passionate about evening the brand recognition of this historic collective. The Society is actually the original Nat Geo group, and was first comprised of explorers that would travel to distant (often dangerous) places to return with notebooks full of the unfamiliar. With that background, the goal was simple: go back the their roots.
The fascinating part of this effort was that this relatively unknown organization already had everything they needed to interest multiple audiences: nature lovers, travelers, historians, and scientists alike. We took their DNA and celebrated it; a truly organic declaration to the world that true explorer's have always made the world more accessible for all.
Through a series of interactive apps, contest announcements—and utilizing the obvious advantage of being related to a world-class media conglomerate—we showed the client that there's more for them to discover about their audiences too.
With so many years of history and important legacy, we thought the Society's heritage was fragile. Now we know that it can and will evolve. – Society Board Member
