Case Study Branding U.S. Wildlife Trafficking Alliance

The Goal

To fight illegal wildlife trafficking, the Obama administration launched the U.S. Wildlife Trafficking Alliance (the Alliance)—a joint project among corporate partners, NGOs and government agencies to reduce the purchase and sale of illegal wildlife products in the United States. A clear, consistent brand was needed to tie together groups as diverse as Google, Tiffany & Co. and the U.S. Fish & Wildlife Service.

The Work

We conducted comprehensive branding research to establish the shared goals and perspectives of the Alliance’s partners and found that the key would be to evoke wildlife without showing a specific animal, as the organization’s work encompasses many—some instantly recognizable, some not.

The Results

As a result, we created a logo that is intentionally ambiguous, working to the Alliance’s advantage. Some see feathers or a bird beak, others see patterned fur or a hand. The interwoven strands also symbolize the alliance of partners coming together to oppose trafficking. The tagline we developed—“Be informed. Buy informed.”—functions as a nudge to consumers to learn about wildlife trafficking and, most importantly, think about what they buy.