charlotte
wildlife conservatory
overview
Charlotte Wildlife Conservatory is a nonprofit dedicated to rescuing, rehabilitating, and caring for wildlife in need. This project translates their mission into a compelling visual story that builds awareness, emotional connection, and support for their work.
the problem
Charlotte Wildlife Conservatory struggled to create an emotional connection with their audience. This limited their ability to generate support for their mission.
visual identity
A cohesive visual system uses natural yet vibrant colors to evoke a sense of hope. The cheetah mark is multifunctional and easily adaptable, allowing it to be pulled out and used consistently across a variety of applications.
giraffe billboard
Direct eye contact and bold messaging create an immediate emotional connection, linking each visit to a larger conservation impact.
panda billboard
Close-up imagery and simple messaging make wildlife feel personal and accessible, encouraging local engagement and support.
posters
Each piece serves a distinct purpose within the system: one promotes a new exhibit, one emphasizes our responsibility to protect wildlife, and one highlights the importance of conservation efforts. Together, they create a cohesive approach to communicating different aspects of the mission.
rehabilitation video
This approach uses narrative-driven content to build a personal connection with individual animals. By focusing on Sasha’s story, the design transforms abstract conservation efforts into a relatable and emotional experience.
reflection
Together, these elements create a cohesive system that strengthens Heartland Food Partners’s ability to connect, educate, and support their community. By aligning their identity across physical and digital touchpoints, the experience becomes more approachable, consistent, and intuitive—reducing uncertainty for visitors while increasing awareness and engagement. As a whole, the system not only improves outreach, but reinforces a sense of dignity, clarity, and belonging at every point of interaction.