Nat geo

CREATIVE DIRECTION + DESIGN

Proposed redesign for the Nat Geo’s 2020 Rebrand. The iconic National Geographic magazine spines become the primary storytelling device, shifting, expanding, and contracting to reveal content and transition us from moment to moment. Brand volume can be turned up or down based on promotional need with brand-centric executions leaning on the hero yellow, and show-centric executions pulling their colors specifically from the content. Motion theory is based on stacking the magazine spines together. Working in rows or columns, they expand as we push closer to the story, and contract as we pull farther away to reveal the bigger picture. The spines are an ownable brand signature unique to Nat Geo, providing both visual energy and expressive range. Produced at Kill2Birds.

CONCEPT "FORWARD MOMENTUM"

BRAND IDENTITY SAMPLES - OOH + DIGITAL

SAMPLE PROMO PACKAGE - "DRAIN THE OCEANS"

SAMPLE PROMO PACKAGE - "LIFE BELOW ZERO"

SAMPLE PROMO PACKAGE - "MARS"

SAMPLE PROMO PACKAGE - "GENIUS"

SAMPLE NETWORK ID

SAMPLE LOGO BUTTON

LOGO EXPLORATION

As part of the rebrand, Nat Geo was interested in seeing what could be done to refine or evolve the logo. We looked at ways to establish a responsive logo system to work across today's broad range of communication channels.

ANATOMY OF A BRAND IDENTITY

The proposal included a comprehensive break down of the key design signatures for the new identity. Everything from the adaptive color system to the content tiering system was included to demonstrate how the concept could be implemented across deliverables, and work together as a cohesive system.

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