Endangered America
BRANDING
Overview
Whenever we think about endangered species, some of the first things we think of might be animals like polar bears or tigers. What we often forget about are the endangered species that exist in our own backyards. Endangered America is a conceptual educational platform and database designed to increase awareness of these endangered species. This passion project originated from my desire to use design to aid in the protection of our natural world.
YEAR: 2020
ROLE: Branding, UI Design
The Problem
Endangered species within our own environments need more protection to in order to preserve our ecosystems. People need better access to education about these species and should be empowered to make lifestyle changes that positively impact these species.
The Goals
Create a brand that educates the general public about the importance of endangered species and how losing them will drastically impact our lives
Empower people to take action by providing a tangible way to make a change
Process
Foundational Research
Endangered species is a topic that I am passionate about, but how do I get everyone to be passionate about even the littlest of endangered species like freshwater mussels? Research was needed to broaden my understanding so I set out with two goals in mind:
Understand just how important all endangered species are to our world
Understand how to make all endangered species resonate with people.
I dove head first into online forums and databases. I also weighed in on professional opinions speaking with folks like Dr. Holly Jones, a Restoration Ecologist and Professor of Biological Studies and Environmental Science at Northern Illinois University.
After synthesizing all of the information I collected, I was able to start thinking about the story I wanted Endangered America to tell through its brand.
Benchmarking
Quite a few educational platforms and databases exist for tracking endangered species, like US Fish and Wildlife. However, these websites were clunky and felt outdated, making information difficult to find. I concluded that the way to make Endangered America stand out was:
Excellent user interaction
Clear and concise language
Engaging diagrams and graphics to encourage learning
These features would differentiate Endangered America from other platforms and drive engagement and the mission.
Sketching and Ideation
Early sketches and concepts allowed for quick iterations on the brand and the online platform. A diverse set of solutions could be drawn up and then narrowed in to establish the best look and feel for the brand’s needs.
Results
Branding
Endangered America’s brand was designed to communicate a sense of seriousness while also feeling approachable. Through earthy tones and confident typography, this branding strategy ensures every element reinforces the core mission of education and action around endangered species.
Online Platform
User centered and educational, this online platform enables easy access to information on endangered species and how to help them.
Native Garden Kit
The first steps to making change can happen within Endangered America’s platform. By filling out a questionnaire about your environment, you’ll be matched with a kit filled with gardening materials and seeds specifically customized to help endangered species in your area.
