National Geographic Journeys with G Adventures

Contribution
Art Direction / Brand Identity / Tone and voice / Design / Digital

Deliverables
Print pieces / Brochures / Web design / Digital advertising / Video / Email design / Photography

The launch of National Geographic Journeys with G Adventures signalled the first major co-branding partnership for G Adventures. This Travel Style would be their most upscale offering and, with that, the primary objective was to communicate this prestige without alienating G Adventures’ existing customer base. The visual identity, and brand voice needed to be a balanced representation of both companies coming together, G Adventures’ friendly, approachable, and adventurous style as well as National Geographic’s upscale and globally distinguished branding. 

The new branding approach featured National Geographic’s iconic yellow frame along with other design elements, like custom typography for each continent section within the brochure, to communicate personality and uniqueness within each asset. Inspiring and thoughtful, worldly yet recognizable, the National Geographic Journeys with G Adventures branding marked a new chapter in both brands’ history that did not look like anything either had done before, yet felt completely natural within their respective spaces.