International Antarctic Centre

IAC has been in existence for over 25 years. During that time it has been owned by various entities with the net result being that the centre slowly lost a sense of purpose or identity.

We were approached to provide a new strategic brand that would help fuel the direction of IAC into the future. Through the process we realised that the biggest opportunity lay in moving IAC beyond being ‘just an attraction’ to being at the heart of an environmental movement.

We took this insight and created a simple ethos in collaboration with copywriter Zoe Hawkins that formed the heart of the brand: “See it, love it, save it”.

All executions are focused on creating a strong emotive connection with customers no matter where they are in the customer journey. Our aim was to bring the ethos to life to inspire customers to become passionate advocates for the Antarctic and our wider environment.