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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 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 where designed on each floor in the inner core areas. Each meeting room has a designated story. A wayfinding signage system was design 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 the Further branding, and PhotoArk branding. Challenges were also curating which stories to tell in the lexicon of NatGeo stories.
Results: The final project has been very successful, with positive feedback from the executive suite, employees, and campus visitors. The experiential engagements have successfully amplified NatGeo's storytelling experiences throughout their headquarters/basecamp.