Designer, Art Director
Problem When I joined the Foundation, its brand was dated and no longer connecting with the audience. The logo didn’t read on materials, the website was mostly text with small images, there was barely any social and the emails were mainly text.
Intent Our goal was to create a new logo that honored the past but also looked to the future. After the logo was finished, we were able to create brand staples such as website, social media presence, newsletters that would also uplift the brand.
Insight We wanted to keep the essence of the original logo and liked how the animals were housed together but it needed to be modernized. While working with an outside firm, it was decided it would be best to create a box for the logo so that it would read easier. We then finished the logo in-house by choosing a modern font and refreshing the animals.
Outcome The finished logo gave us more options to play with other design elements. New larger imagery allowed the animals to stand out and become the focus of the Foundation’s brand. We carried the new look across a suite of materials to create a bold unified brand.
