The goal was to expand Nat Geo’s merchandise beyond the functional Nat Geo Explorer line, reimagining it for the Traveller through a human-centered, design-led process of exploration, ideation, and strategic prototyping. The Nat Geo Traveller Initiative was spearheaded as a creative and imaginative collaboration, featured in the Nat Geo Global Playbook. What began as a creative exercise developed into a multi-million dollar opportunity, unlocking a new global customer base and fresh market potential for the brand.