Return to the Wild

PROJECT TYPE

Case Study Video Design

ROLE

Senior Graphic and Presentation Designer at IPG Mediabrands

In 2024, Initiative teamed up with Destination Canada in partnership with National Geographic to create an award winning campaign ‘Return to the Wild’. The project aimed to drive travel interest in Canada’s remote destinations by highlighting the country’s unique landscapes through the lens of world-class explorers. I designed the visual direction, created branding assets, type treatments and developed stills used by the video editors to establish the overall look and feel of the case study.

Watch the case study here

Challenge

My challenge was to create a visual identity for the case study that could capture the sense of adventure, discovery, and awe at the heart of the campaign while also supporting a clear and engaging award submission story. The visual identity needed to complement the tone of the series while paying homage to National Geographic’s classic look.

PROCESS

To achieve this, I collected inspiration from vintage explorer references and editorial typography, gathering typefaces and layouts to form the overall visual language of the project. I created a visual system that felt adventurous, handcrafted, and rooted in storytelling. I developed graphic elements, typography treatments, textures, and supporting visuals that helped bring the campaign narrative to life and create a cohesive look throughout the video.

OUTCOME

This project was a great opportunity to blend branding, motion design assets, and visual storytelling to support a campaign that encouraged audiences to reconnect with the outdoors.

The submission contributed to Initiative's recognition as a GOLD winner of Strategy Awards