National Geographic wanted to refresh its brand and connect with a younger audience, while staying true to its rich legacy. A cohesive, cross-platform lifestyle branding strategy was developed to engage audiences of all ages.
- Outcome 1: Modernised and refreshed National Geographic’s brand strategy
- Outcome 2: Captured audiences of all ages with a cohesive, cross-platform approach to lifestyle branding
The challenge
Even the most cherished brands must evolve to remain relevant, including the iconic conservationist media brand, National Geographic, with its loyal fan base and over a century of history.
Facing the need to connect with a younger audience, National Geographic turned to us to help refresh its brand essence and engage the next generation of dedicated fans.
The approach
We developed a lifestyle branding strategy that will resonate across generations. Using a comprehensive set of audience insights, interviews with senior leaders and a series of interactive workshops, our strategists crafted a blueprint to modernise National Geographic’s brand strategy, attract younger audiences and expand the franchise across media platforms, products and experiences. A carefully curated playbook was designed to share core tenets of the brand across National Geographic and Disney, ensuring the reinvigorated brand was brought to life from streaming to merchandise, cruise ships and theme parks.
The value delivered
From Gen Alpha to Baby Boomers and everyone in between, National Geographic continues to “illuminate the wonder of our world” by attracting audiences of all ages with a cohesive, cross-platform approach to lifestyle branding.