National Geographic in Print

NATIONAL GEOGRAPHIC SOCIETY

Captivating audiences

Working with teams of content producers, writers and photo editors, I lead the creative direction and design for high-level engagement materials for National Geographic Society’s donor audiences.

The annual report is a keystone piece each year, communicating the impact and stewardship of donor funds for the fiscal year – ensuring that our donor audiences understand how critical their investments are to advancing the Society’s mission of protecting and illuminating the wonder of our world.

The report averages nearly 100 pages and includes more than 200 images each year — a collaborative production that spans across the entire organization — to distill the year’s work into a compendium that balances striking visuals with a substantive narrative covering a broad spectrum of disciplines, programs, and grants.

Much of the work is finding the perfect shot or pair of shots (page after page) that convey feeling, strike a nerve, inspire awe, and communicate the breadth of the National Geographic’s work. Working closely with a photo editor, we consider composition, subject matter, color and emotion for every placement.

Beginning in 2023, members of the Hubbard and Clark Councils were invited on exclusive expeditions to join National Geographic Explorers in the field. We created a series of bespoke marketing materials to convey the experience that donors would have, including the opportunity to witness on-the-ground work by renowned conservationists, photographers, and scientists up-close.

Project Credits
Creative + Art Direction: Kara Basabe
Copywriting + Editing: Alex Trobich, Ashley Arkhurst (Annual Reports)
Photo Editor: Rolf Sjogren (Annual Reports)
Design: Kara Basabe (Annual Reports, Expeditions), Shannon Ryan (India Expedition)
Client: National Geographic Society

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About
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.