National Geographic Digital Campaigns

National Geographic Society

Seven Wonders of the Invisible World

Part of a campaign celebrating the launch of photographer and National Geographic Explorer Anand Varma’s Society-funded WonderLab program, “Seven Wonders of the Invisible World” highlights Anand’s breathtaking photography of the exquisite details of the invisible world. I worked closely with the social team to develop an art direction and visual identity for the social media campaign.

Hope for Species

December 28, 2023 marked the 50th anniversary of the Endangered Species Act, a signature piece of U.S. legislation that has saved countless species from the brink of extinction. The “Hope for Species” campaign brought together core elements of the National Geographic brand—portraits from Joel Sartore’s iconic Photo Ark project, wildlife conservation efforts and research—into an integrated campaign to celebrate the stories of critical species that saw remarkable recovery after the ESA was enacted in 1973. The goal of the campaign was to celebrate conservation achievements and illustrate how critical it is to continue to fund efforts to conserve and protect species.

The campaign centered the striking portraits of animals and wildlife by Joel Sartore, shot against black backgrounds, paired with minimal messaging and a simple campaign type treatment. A campaign website featured a donation form and an advent-style calendar revealing a new species for each day of December.

Timed to align with Giving Tuesday and the end of year giving season, “Hope for Species” provided a platform for organic storytelling, plus owned and paid fundraising messaging.

Project Credits
Creative + Art Direction: Kara Basabe
Digital Strategy + Concept: Ana Victoria Cruz (7 Wonders)
Producers: Ana Victoria Cruz, Raquel Fereshetian (7 Wonders)
Copywriting: Ana Victoria Cruz, Raquel Fereshetian (7 Wonders); Ted McDonald, Raquel Fereshetian (Hope for Species)
Marketing Strategy: Katie Smith (Hope for Species)
Photo Editors: Rolf Sjogren, Carol Woodward
Photography: Anand Varma (7 Wonders), Joel Sartore/National Geographic Photo Ark (Hope for Species)
Client: National Geographic Society

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Kara is a creative director and designer living in Richmond, Virginia. You might find her attempting to rollerblade, painting with watercolor, forgetting to water the plants or watching movies.