Dr. Jones is a new luxury expedition brand from the team behind White Desert. Its journeys link remote regions of the globe aboard a fully restored vintage DC-3 — letting small groups of travelers reach landscapes that would otherwise be impossibly far apart.

The brand was built on a specific insight: this audience is already surrounded by luxury — what they're missing is the pull of maps, horizons, and places few people ever see. The kind of wonder most of us first felt as kids. Some people never outgrow the explorer they once imagined themselves to be. That sentence became the spine of the brand.

Working closely with founder Patrick Woodhead and his team, TOURIST helped shape the brand from the ground up. The work spanned positioning, audience strategy, naming refinement, brand identity and voice, then the full go-to-market: alumni-led launch sequencing, channel architecture, organic and earned media playbooks, and the print invitation that opened the first wave. The brand we ended up with feels mythic and intimate at once — a modern expedition for people who still feel that original pull toward the unknown.

The journeys themselves unfold as modern odysseys. Just twelve guests travel together, flying low across continents and landing in remote places where the world still feels vast and surprising. The aircraft is simply the key. Dr. Jones is now in market.