London, May 2025 – In celebration of the start of the Arctic cruise season, Expedition Micro Cruise specialists Secret Atlas has this week unveiled a new brand identity showcasing the emotive power of the polar regions and an improved website experience for guests.
The new website features a cutting-edge upgrade to the booking system, providing an easy-to-use, guest-friendly, safe and technologically sophisticated platform for both consumers and the trade when managing and paying for bookings.
The exciting rebrand has been created with the modern intrepid explorer in mind, embodying the spirit of exploration and adventure reflected by Secret Atlas. The bold new look captures the immensity of the lands Secret Atlas explore, contrasted with the intimacy of their unique small-group expeditions conveyed through a refreshed company logo and completely new website. The rebrand also includes a new nature-inspired earthy and subtle colour palette.
The new website design was spearheaded by Nick Steyn of London-based branding agency Anew in collaboration with creative studio SO Creative. Nick was inspired following his own personal Arctic adventure on a Secret Atlas Expedition Micro Cruise to Svalbard last year.
“We were tasked with communicating the Secret Atlas story, conveying the benefits of their micro size, pioneering spirit, authenticity, personality, and uniqueness. ‘Big adventure, small footprint’ for short” said Nick Steyn of branding agency Anew. “We wanted the design to embody the rational historical narrative and powerful emotive narrative found on a Secret Atlas expedition and the unique way Secret Atlas encourage us to see the world.”
Michele D’Agostino, Secret Atlas Co-Founder said, “This new website and brand identity are designed to inspire and inform, making the journey to joining an Expedition Micro Cruise as exciting as the voyage itself. It marks an exciting new chapter for Secret Atlas, and we hope our guests, and everyone enjoy visiting the new website and discovering the new brand.”
Key features of the renewed brand and website:
- An improved website experience for guests. Easier to browse, book, and plan expeditions with Secret Atlas while showcasing the Expedition Micro Cruise experience.
- When travelling in a small group on a micro cruise, the team is everything. The new website features personal input from every member of the team allowing guests to meet the expedition leaders, guides, and photographers who will be running the Expedition Micro Cruise and the office team working hard behind-the-scenes.
- Designed to inspire and educate, while serving as a valuable research tool, with information presented through compelling written and visual content that captures both the grandeur and intimacy of polar expeditions.
- Detailed Expedition Information. Comprehensive and engaging descriptions of itineraries, ships, expert guides, and onboard experiences provide all the essential details for planning an Expedition Micro Cruise.
- A new Explorer’s Handbook area offering guides to the destinations Secret Atlas explore, written by polar experts and spotlighting the wildlife, history, photography tips.
Trade partners and travellers are invited to explore the Secret Atlas’ new website at www.secretatlas.com and discover the company’s upcoming expeditions to Svalbard, Greenland and the Antarctic.
To find out more about the new branding and logo design from Nick, visit
Behind the New Secret Atlas Website | Secret Atlas.
ENDS
Notes to Editors:
Media Captions
- Image 1 – Secret Atlas’ has unveiled a brand-new website.
- Image 2 – Secret Atlas’ new brochure showcasing expeditions to Svalbard, Greenland and the Antarctic.
- Image 3 – Guests on ice in Svalbard during an Expedition Micro Cruise with Secret Atlas. Photographer Florian Ledoux. Credit Secret Atlas.
High-res images downloaded from https://media.secretatlas.com/new-branding-and-website.
About Secret Atlas
Launched in 2019 and run by Explorers for Explorers, Secret Atlas trips are curated for people that want to enjoy the spirit of exploration and be a part of an intimate experience rather than joining an overcrowded commercial cruise. Secret Atlas pioneering Expedition Micro Cruises take the smallest group sizes in the Arctic (only 12 guests) and Antarctic (only 48 guests) offering guests an authentic, unrivalledexperience free from the crowds of larger vessels. To find out more about Secret Atlas, visit www.secretatlas.com.
Contact Details
For media enquiries, images and press trips contact:
Sarah Salord
GEC PR
020 3907 6824