National Geographic’s The Genographic Project, which was launched in April 2005, sought to chart new knowledge about the migratory history of the human species and answer age-old questions surrounding the genetic diversity of humanity. The nonprofit project lead by distinguished population geneticist Dr. Spencer Wells, in collaboration with IBM, was so successful that NG decided to extend it indefinitely. But the project’s identity, particularly the packaging, had suffered from an antiquated look, a cluttered packaging system, and a dull message that lacked an emotional impact.
We were charged with refreshing the packaging and creating an identity that is much more connected with the importance and substance of the project’s grandiose mission. We worked with the team at NG to come up with the tagline “Your story. Our story. The human story” which progressively expands the breadth of the brand from the personal relationship it has with the person supplying his DNA sample to the impact the project has on the human species as a whole.
This was followed by simplifying the logo and putting more weight on the kit that people receive in the mail, effectively turning it into a contemporary beauty piece that people can enjoy giving and receiving. We really wanted people to keep the packaging in their library, or on the shelf by their bed, and feel comfortable leafing through the booklet and soaking in all the wonderful information in it accompanied by NG’s rich info graphics and breathtaking photography. In addition, it was important to convey a sense of technological innovation by using advanced materials and printing techniques for the packaging, incorporating hi-tech solutions for DNA collection, streamlining the navigation, personalizing the online experience and upgrading the accompanying media.
Concept & Copy: Lio Spiegler
Creative Director: Micha Riss
Design: Flying Machine
The Genographic Project Catches Up To (Design) Evolution
- Categories →