Defenders of Wildlife
Brand Identity System
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Defenders of Wildlife is committed to wildlife conservation through community, policy, and action. While this brand has had a long-standing reputation and history of service in the US, I decided on an expansion into the global conservancy sphere for this rebrand.
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In order to make Defenders feel more global and compatible with social media audiences, I focused mainly on the digital aspects of the brand - their web presence and social media. From here, I also chose to emphasize the way the brand could exist spatially as posters or events.
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For the logo form, I developed a monogram from the Defenders “D” featuring the American gray wolf - an iconic reminder of where the brand began in their species conservation efforts.
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Defenders protects a multitude of habitats and species. I designed an expandable collection of icons to show this expansive scope as well as to offer visual character to the brand.
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Since the Defenders of Wildlife website features articles, campaigns, events, and donations, I went for a direct design approach that prioritizes clarity of information.
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I want the Defenders app to offer something different from the website. In conjunction with their social media, I focused on the app making a connection to Defenders’ audience by featuring animal documentaries.
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For real-world applications, Defenders should look to partner with other conservation organizations as the Defenders lacks its own social spaces. Thus, I created a collaboration for an endangered animal exhibition with the San Diego Zoo.
