National Geographic Ultimate Explorer Brand

Brand Design and Executive Creative Direction

As part of the Blue Sky Team on the National Geographic Ultimate Explorer (NGUX) project, I drove the design and implementation of the global NGUX brand, as well as oversaw the application of the brand in Mexico and China, across marketing, merchandise, and every aspect of the park itself. This included developing the design of the main logo for the brand, as well as all the attraction logos, hundreds of achievement badges and mission cards for the Quest360 guest engagement system, launch campaign ad expressions, and the creative direction of almost every park element – from staff uniforms, 3D media, theming design, and attraction scripts.

Ultimately, this new brand design has become one of National Geographic’s kid-focused sub-brands, influencing the design of other sub-brands in the National Geographic portfolio of content.

Role:
Executive Creative Director, Experience Designer, Blue Sky Team Member

Client:
iP2Entertainment, Amsterdam

Location:
Shenyang, China & Metepec, Mexico

Launched:
2018