Series
Agency/Client - National Geographic Society
Intended audience: NatGeo employees, NatGeo fellows, and basecamp visitors.
Goals and objectives: Nat Geo's headquarters (basecamp) is a metaphor for planet earth. The project theme is geospatial locations, navigation, mapping, and storytelling. The goal was how to tell NatGeo's stories throughout their basecamp workspaces as an experiential branded experience. Experiential/environmental graphics and built objects were designed and installed throughout NatGeo basecamp. Elevation themes/stories were utilized in the elevator lobbies. Custom topographic wood forms were designed for the elevator lobbies. Latitude themes/stories were designed on each floor in the inner core areas. Each meeting room has a designated story. A wayfinding signage system was designed which included neighborhoods to denote departments, and stairwell graphics. Mapping rooms and quote walls were integrated into the spaces.
Challenges were combining NatGeo classic branding with Further branding, and PhotoArk branding. Challenges were also curating which stories to tell in the lexicon of NatGeo stories.
PROJECT TEAM:
Alan Parente, Vice President, Creative, and Creative Director, National Geographic Society
Allison Farber, Project Manager and Research, National Geographic Society
Peter Greenbaum, Copywriter and Research
Francheska Guerrero, Senior Experiential Brand Designer
Elena Cheney, Senior Experiential Brand Designer
Bic Vu, Senior Experiential Brand Designer
Carol King Woodward, Manager of Visual Communications, National Geographic Society
Rolf Sjogren, Senior Photo Editor, Creative, National Geographic Society
Jeff Thomas, Production Manager, National Geographic Society
Photographers: National Geographic Society photographers
Production: EPI Colorspace, C2Imaging