Wild Call

Wild Call: The Jack London Experience is an immersive reimagining of what a museum can be. Less about looking back and more about stepping forward, it is rooted in the philosophy of writer and adventurer Jack London. Wild Call invites visitors not just to observe his legacy but to live it. Inspired by London’s enduring quote, “The function of man is to live, not to exist,” the experience encourages guests to move beyond glass cases and into the untamed beauty of nature.

The journey begins with a glimpse into London’s world—his books, scattered notes, worn furniture, and tools of the trade. But soon, guests find themselves at a threshold, handed a compass and a field notebook, urged to follow the call of the wild and step into the park beyond. With writing prompts and encouragements to explore, reflect, and reconnect, Wild Call transforms passive observation into personal adventure.

The brand identity captures this shift from museum to mindset. Designed for wanderers, thinkers, and those hungry for something real, Wild Call honors London not just through objects but through action. It’s a brand that lives off the trail, in the margins of a field journal, or in the decision to go just a little further. Wild Call isn’t about preserving the past. It’s about awakening the present.