HYUNSEUNG LEE DESIGN

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National Geographic
Accordion Book
Topic: Visual Design, Branding
Medium: Adobe Illustrator (8 pages), Matte Paper
Size: 48" x 6" (8 pages of 6" x 6")


The National Geographic Accordion Book project is an accordion book spread that is made to reflect the image of the selected brand National Geographic.

For this design, I looked into how to visually depict what National Geographic as a magazine brand and tv channel network represents.

How National Geographic showcases nature, geography, and science through vivid imageries in magazines and documentaries was the characteristic I focused on for the design.

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Ideation Process

The ideation process for this book design was a series of research and digital sketches. I worked on making different moodboards and laying out visual concepts. 

While initially I ws inclined on simply showcasing various nature and science topics, in order to make a more continuous design that fits for the accordion book format I moved onto a different design point.

The idea of patterns is what I landed on. Like in graphic design works, such elaborate patterns are in the natural world as well. Combined with the fact that National Geographic is a heavily visual-centered brand, it made sense pushing this direction.

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Design Process

After finding various patterns in nature, I selected three spreads that were red, green, and blue as a representation of the RGB color model of digital images and computer graphics, connecting the theme of National Geographic’s visual-centered magazine and documentary brand identity.

Laying out the natural patterns over these scenes allowed the spreads to have a connective theme altogether. The golden eye of the black panther in the cover is meant to both resonate with the yellow logo of the brand and to serve as a representation on how the visuals we see through National Geographic are out there living in the wild. A subtle reminder of nature to the viewers of this book.

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