Client: Frozen Dagger
Project: Logo design, website build, and proposal deck design
Branding a world-record breaking South Pole expedition
When Sam Cox, a former Major in the Royal Marines, approached us to re-brand his expedition to Antarctica, we jumped at the chance to play a part in redefining what is understood about endeavour and the human spirit!
In November 2023, Sam embarked on a unique solo and unsupported journey across Antarctica. Starting from the coast of Berkner Island and finishing at the base of the Reedy Glacier via the South Pole, the expedition route covered a total distance of 1,950km. As one of the planet's last true wildernesses, the challenge represented a pure test of physical and mental endurance.
Over the course of the expedition, Sam planned to consume approximately 7,000 calories per day across 75 days. The proposed route was more than 400km longer than any previously attempted by a solo unsupported explorer. Travelling entirely alone and without external support, the expedition set out to establish a new benchmark in polar exploration.
Throughout his time in Antarctica, Sam collected data on the physical and psychological demands placed upon the body and mind in extreme environments. This research contributed valuable insights to wider studies into human performance, sleep, and stress responses during prolonged periods in austere conditions.
Although the expedition did not achieve its intended outcome on this occasion, the experience provided invaluable lessons and knowledge that continue to inform future attempts. Sam is now preparing to return to Antarctica for another attempt in the near future.
We were delighted to design the expedition identity, develop the website, and produce the project deck to help support the campaign and secure the backing needed to bring this ambitious project to life.
