Wildlife Conservation Society
The Redesign of Wildlife Conservation Society’s Logo and visual identity
My Role: Researcher, Product Designer - CASE STUDY
Project Dates : 01/26/26 - 04/12/26
Project Overview
Objective:
Why? :
Wildlife Conservation Society appealing themselves more to Gen Z opens doors beyond just asking for donations. I do that by having a more impact-focused brand that inspires hope and helps reduce climate anxiety. This approach gives WSC better content for social media that Gen Z will actually engage with and share. We also want to Increase brand recognition and to build a loyal Gen Z supporter base . We can do so by having more story telling based marketing and visual identity , along with creating merchandise that a younger audience would want to purchase.
Research
Goal :
To understand who Wildlife Conservation Society already speaks to, who they want to speak to, and what stands between those two audiences and deeper engagement with the brand.
A rebrand rooted in the idea that inspiring a generation to care deeply is more powerful than convincing them the world is ending.
To reposition Wildlife Conservation Society for Gen Z supporters by shifting from crisis-driven messaging to impact-driven storytelling that inspires hope and long-term support.
WCS already has the mission and the legacy. The research just helped reveal the gap between who they're reaching and who they could be inspiring.
Research Methods :
To build an honest picture of WCS's audience, I conducted Brand Research to understand their mission, values and current positioning, then used Secondary Research including Pew Research studies, donor data and the WCS 2025 Impact Report to ground my user personas in real data rather than assumptions. This gave me two distinct personas: the typical current supporter and the emerging Gen Z audience the rebrand needed to reach.