Creating a First-of-Its-Kind Brand Campaign to Plot a Bold Path Forward for the National Geographic Society
With a legacy spanning 137 years, the National Geographic Society has established itself as a beacon of exploration, storytelling, advancement, and discovery. To take the next step forward, the Society approached us with an epic aspiration: Help them reach their goal of raising a billion dollars by 2030—an unprecedented initiative that would impact every aspect of their organization.
To do this, we had to amplify the Society and its mission to new audiences everywhere, underscoring their nonprofit status and embracing a shift from exploration as an activity for the few to a state of mind we can all share. From researching whales to marveling at the cosmos, or simply experiencing an unfamiliar neighborhood… We Are All Explorers.
“We’re inviting everyone to be part of this movement – whether you’re scaling a mountain, diving into the ocean or supporting the mission from afar.”
Our in-depth strategic process reinforced the power of sparking curiosity to drive emotional connections. By aligning these insights with the Society’s mission—“to illuminate and protect the wonders of our world”—we arrived at a powerful, anthemic platform for the entire 360-degree campaign: Wonder Awaits
IMPACTING EVERY ASPECT OF NAT GEO
From strategy to production to implementation, our comprehensive campaign is designed to motivate audiences to action across every touchpoint:
An Elastic Messaging System
Modular language that activates Wonder Awaits allows for dynamic communication tailored to fundraising, awareness, and experiential goals.
A Unified, Iconic Visual Identity
Leveraging NGS’s incredible archive with a new, endlessly expressive design system allows the campaign to feel at once ownable and attention-grabbing.
Activating Wonder
Highlights include a takeover of New York’s Times Square, showcasing Explorers’ groundbreaking work to millions of people.
Between November 2024 - January 2025, the activation had already received more than 4 million impressions.
Equipping Internal Teams
We developed strategic, messaging, identity, and motion guidelines – along with leading implementation workshops at Nat Geo’s Base Camp in Washington, DC – to equip internal teams to seamlessly implement the campaign into their daily work-streams.
A Brighter Future Awaits
Through the power of curiosity, Sibling Rivalry and the National Geographic Society have created a future-forward campaign that’s not only memorable but also mission-critical, setting the stage for enhanced awareness, increased giving, and the launch of the all-new National Geographic Museum of Exploration in 2026 (which we’ve also been delighted to collaborate on; stay tuned for more on that front).
Wonder Awaits is bigger than a campaign. It’s the foundation for the next phase of exploration from one of the most important and vital organizations illuminating and protecting our planet. So, only one question remains: Will you join us?
“By sparking curiosity and connecting people to our mission, Wonder Awaits helps ensure the vital work of our Explorers continues to motivate change and inspire hope.”
Jill Tiefenthaler, CEO, National Geographic Society
