My interest in conservation led me to develop a modernized identity system for Defenders of Wildlife, a conservation organization dedicated to protecting wildlife and habitats in North America. This hypothetical project was an opportunity to create a more cohesive and contemporary visual language to strengthen their connection with target audiences.
I started by conducting research in the design industry, studying the role themes such as emerging technologies and community involvement play in the protection of animals and their habitats. I then studied how conservation brands positioned themselves visually and began to strategize how I could distinguish Defenders’ from their competition.
The logo I created was inspired by the shape of a flower and the shape of the sun. The petals’ geometry comes from the wide variety of shapes in nature, from the sharp edges of thorns to the smooth curves of leaves.
I would develop a posterization technique for the poster series, which adds a natural texture to imagery and distinguishes Defenders’ visual language from its competitors.
The proposed National Wildlife Restoration Symposium exemplifies how the visual brand is applied in the context of an event and experienced by the target market.
My photography style for the website is more journalistic. I implement up-close images of employees working with animals in order to immerse the audience into the world of conservation.
My revised identity system better positions Defenders of Wildlife in the conservation space. Audiences are greeted with a visual language which is optimistic, mature, and successfully connects their passions for conservation to Defenders’ core mission and values.