Case study · Adventures With Mike
A Grammy nominated artist, a private expedition around Iceland, and a page that had to feel as rare as the experience itself.
The brief
Mike Posner, the Grammy nominated singer-songwriter, was leading a new expedition under his travel brand, Adventures With Mike: a private journey around Iceland. Days of rugged exploration, intimate performances, and the chance to actually get to know the artist behind the music.
The trip needed to be positioned as what it was, a luxury, once in a lifetime experience in a remote place. The copy and messaging took shape in close collaboration with the Adventures With Mike team, and I led the design as design lead for Insider Expeditions, heading the global design team of the boutique travel agency creating intimate celebrity-led experiences on all seven continents.
The thinking
The real challenge was filling the trip with the right people. Fans of Mike who wanted more than a show: a chance to get to know the person behind the fame, on a once in a lifetime trip shared with others who carry the same spirit of adventure. Mike wanted to create an incredible experience, do right by his people, and share his love for adventure, mindfulness, and music.
So every choice on the page served that gathering. A restrained, editorial layout gave the trip its luxury weight, while the imagery and copy kept the pulse of the brand: the volcanoes, the black sand, the glaciers, and the artist at the center of it all. Every choice answered one question. Does this feel like an unforgettable experience, and does it call in the people who belong on it?
Grounded and editorial, with the weight of a real expedition.
Clean and modern, built for clarity at every screen size.
Worth every mile
The outcome
The expedition went out with the people the copy was written for. Attendees made lifelong friends, caught the northern lights on a clear night, and are still in touch years after the trip. The page did its job: it made a rare experience feel worth its price, and it filled the trip with people who belonged there.
Explore the expedition pageYour project
This project started with a clear vision of the experience Mike wanted to create. Yours can start the same way.
Start a projectA note on this page: the original went offline after the trip, and I loved this project too much to let it disappear. What you see here, and on the live page, is a reconstruction I rebuilt from memory in 2026. The trip itself took place in 2023.
