National Geographic: The field trip, not the classroom.
Bringing 125 years of storytelling into the digital era, sparking curiosity, cultural connection, and wonder across screens.. Most people still associated the brand with the iconic yellow-spined magazines, but few actively engaged with it.
The Opportunity
National Geographic was a household name, but its digital footprint lagged behind its legendary storytelling. We set out to evolve it from a beloved print magazine into a fully immersive, interactive platform for modern explorers.
Strategic goals:
Reinvent the digital experience to reflect the brand’s visual and editorial legacy
Shift perception from archive to innovation, unlock new storytelling formats and revenue opportunities.
Build new digital behaviors, increase time spent, and grow audience affinity.
We leveraged 125 years of history in a way that felt modern, interactive, and shareable.
The Approach
As Creative Director, Digital, I led the brand’s transformation through design, storytelling, and platform innovation.
Created The Living Archive, an interactive experience blending 125 years of content into curated, theme-based collections
Expanded Immersive Storytelling – Leveraged Nat Geo’s renowned photographers and explorers to create deeper, more engaging multimedia experiences across web, social, and video.
Launched PROOF, a behind-the-scenes photo hub, and Artifacts, a social-first series revealing the tools of Nat Geo’s photographers
Developed FOUND, a viral archival project that earned recognition from Time, Wired, and The Verge
Introduced Sunday Stills, a bi-weekly photo digest with the highest open rates across all Nat Geo newsletters:
Redesigned the visual system, blending classic iconography with modern digital expression
The field trip reimagined.
The Impact
Nat Geo’s transformation redefined how digital audiences explore, engage, and connect with the natural world.
15 min avg. time on site (called a “leonine wormhole” by Fast Company)
SPD Gold & POYi Best Website
Significant increases in digital engagement, newsletter growth, and social sharing
Attracted new partners and opened branded content revenue streams
Repositioned National Geographic as a digital-first platform—driving cultural relevance for a new generation
National Geographic has always been a gateway to the world. Now it’s exploration was more immersive, interactive, and relevant to a new generation of storytellers.
Achieved 10% higher open rates than any other National Geographic newsletter.
Artifacts, a social-first series, gave a personal look at the tools & mementos of explorers and photographers.
A viral archival photography project, featured by Time, The Verge, Wired, Need Supply, and Reddit as a must-see internet gem.
