THE PROJECT
The goal of this project was to reinvent the visual identity of the non-profit organization, Mass Audubon. The resulting brand identity addressed issues with the current branding, emphasized aspects of the brand that fall short in the current visual identity, and breathed new life into an organization that has been around since 1896.
CURRENT IDENTITY:
STAKEHOLDER SURVEY
Stakeholders were asked to answer important questions about Mass Audubon in order to give me a better understanding of the organization. These questions were helpful in determining what sets Mass Audubon apart from other non-profit conservation organizations, and how well the current identity conveys the missions and goals of the organization.
“Our role is to introduce people to wildlife and teach people how to appreciate the outdoors. There are two sides to our mission: protecting whats wild and introducing people to
spark passion. ”
“We are one of the few that mix different things under one roof: Education for children, land protection, advocacy on a local and state level, and science involving the direct protection of many species of animals.”
“Mass Audubon used to emphasize nature over people but it has to be both. Human influence is very important on the health of nature.”
INSIGHTS
The visual audit brought forward many things that stakeholders believed the current Mass Audubon brand identity did not achieve and showed various inconsistencies in various expressions of the brand identity.
All of the stakeholders I had talked to emphasized the passion and motivation behind eveything that Mass Audubon does. They stressed how important it was to get people of all ages and backgrounds involved with wildlife conservation. They also spoke on the various things that make Mass Audubon different from other conservation organizations as they mix many things such as education, land protection, advocacy, and science under one roof.
It seems that many people already feel an emotional connection with the current brand identity, and it has gained quite a bit of equity over the years. The main problem with the brand identity is that it makes people assume Mass Audubon is only about birds. Stakeholders have high expectations for Mass Audubon and want it to reach a broader, more diverse audiences.
INITIAL SKETCHES:
