JEFF JENKINS
✈
THE ADVENTURER FOR EVERY BODY
Jeff Jenkins is an award-winning travel blogger, speaker, podcast host, documentarian, and influencer based in Austin, Texas. Featured in Forbes, The New York Times, and Travel + Leisure — and named one of Travel + Leisure's 50 Notable People in Travel — Jeff is redefining what it means to explore the world.
In 2017, Jeff launched Chubby Diaries to fill a gap in representation for plus-size travelers. What started as a blog became a full movement — a YouTube channel, a community, annual travel awards, and a passport funding campaign for underrepresented communities. As Jeff's reach expanded into television, speaking, and creator education, the brand needed to grow with him. Our work introduced Jeff Jenkins as the master personal brand — a wider identity capable of holding every venture under one roof, while letting Chubby Diaries continue to thrive as the heart of his community and content platform.
Our work spanned the full brand strategy and visual identity system that would carry Jeff's voice, values, and vision across every platform and touchpoint.
The Challenge
Jeff had outgrown Chubby Diaries. What started as a niche blog had evolved into a multi-platform media brand — a NatGeo documentary, creator retreats, speaking tours, and a global community. The brand needed to grow up with him: more expansive, more professional, more him.
The challenge was transitioning from a niche identity to a bold personal brand that could hold all of his ventures — while staying deeply rooted in the warmth, joy, and inclusivity that his community loves.
LOGO, COLOR
& TYPOGRAPHY
#313F2F
#567251
#FFC800
#491F02
#E77A00
#FDDEBB
The palette is rooted in nature and adventure — earthy greens for exploration and endurance, golden yellows and burnt oranges for joy, warmth, and energy, and deep earth tones for groundedness and authenticity. Together they evoke the outdoors, wanderlust, and the warmth of human connection.
JENKINS
ours to explore.
THE EXPLORER &
THE EVERYMAN
The Explorer
Primary ArchetypeJeff embodies the Explorer by pushing past comfort zones and showing that plus-size bodies and underrepresented communities belong in the world of adventure. He redefines what an explorer looks like — making discovery accessible for all, not just the traditionally adventurous.
The Everyman
Secondary ArchetypeHis community connects with him because he's not portraying an untouchable lifestyle — he's a real person facing fears, laughing, and learning along the way. Viewers feel like they're traveling with a friend, not watching a distant celebrity. His journey becomes their journey.
WHAT DRIVES
THE JOURNEY
Authenticity
Show up as your true self — joyful, vulnerable, and real. Trust is built through honesty, not a polished persona.
Community
Every milestone is a collective win. Jeff's journey is a shared journey — his success feels like a victory for the whole community.
Inclusion
Adventure belongs to every body, every background, every story. Representation changes what people believe is possible.
Pursuit of Excellence
From a classroom in Florida to a NatGeo documentary — consistently raising the standard for what travel storytelling can be.
Radical Innovation
Pioneering new formats, platforms, and experiences — creator retreats, documentary, group trips — always evolving.
Focus on People
Every destination is really about the people in it. Human connection and cultural respect are at the heart of every story.
WHAT WE
DELIVERED
Brand Strategy, Archetypes & Positioning
Logo, Color Palette, Typography & Patterns
Key Messages, Tone Guidelines & Voice Examples
Chubby Diaries → Jeff Jenkins transition strategy
Postcards, Letterhead, Business Cards & Social Media Templates
Buyer Personas & Community Mapping
Master Brand + Sub Brand architecture defined
Complete usage manual for all brand elements