A Different Kind Of Brief
- Jun 16
- 2 min read
Most projects start with a conversation about A new business, A new idea, A new direction.
This one started with Antarctica.
When Max Worsley and Martin Nesse approached us about The Onwards Expedition, we knew this wasn't going to be an everyday project. In November 2026, they will attempt to ski 1,349 kilometres unsupported across Antarctica, carrying everything they need to survive as they travel from the edge of the continent to the Geographic South Pole.
It's the kind of challenge that immediately captures your attention. Not just because of the scale of the journey, but because of the story behind it.
The expedition is inspired by the legacy of polar explorer Henry Worsley, while looking firmly towards the future. Alongside the physical challenge, the project aims to raise awareness of Antarctica's importance to the health of our planet and encourage future generations to connect with nature, exploration and the outdoors.
As a studio, we're fortunate to work on a wide variety of projects, but it's not every day someone asks you to help tell the story of an expedition to the South Pole.
Our role was to create a website that could bring those ideas together. A place to communicate the mission, introduce the team, share updates and provide a platform for supporters to follow the journey as it unfolds.
Projects like this are a reminder that branding, design and storytelling aren't always about products or services. Sometimes they're about helping people share an idea, a purpose or an ambition that extends far beyond themselves.
Not every project starts at the South Pole but this one did!
Max spoke of his experience with That's why:
Working with That’s Why has been a pleasure from start to finish. They quickly understood the vision behind The Onwards Expedition and translated it into a website that feels authentic, engaging and true to our story. Their creativity, professionalism and attention to detail made the whole process straightforward, and the end result exceeded our expectations. I wouldn’t hesitate to recommend them to anyone looking for a team that genuinely cares about delivering great work.
You can learn more about The Onwards Expedition at:
If you'd like to support Max and Martin on their journey, you can also contribute to the expedition and help them continue their mission through their fundraising campaign.
Every contribution helps move the project forwards.
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