Australian Geographic is a media business that produces magazines, specialist book titles, travel guides, diaries and calendars and online media. They capture Australia through stories and photography to inspire, educate and entertain on topics such as the Australian landscapes, plants and animals, science, industry and people.
In 2018, Australian Geographic underwent a brand refresh internally and refocussed their target demographics. They were after an engaging creative that was more sophisticated than previous child-focussed campaigns, appealing to their new demographics.
SBM designed concepts that focussed on their ‘feeding curious minds’ ethos, and the broad range of demographics their stores and products appeal to. Using the new brand colours that SBM helped to refine, the creative aimed for engagement and a sophistication that would appeal to these demographics, from techie families and millennial minds, through to lifelong enthusiasts. The adaptable hero image represents these people engaging with the world of STEM. Supporting pieces focussed on their range of products, while maintaining the aesthetic.
The creative was rolled out to website banners, EDMs, social channels and in-store digital posters.