WHALEGUARD (formerly WHALESAFE) maintains a primary presence through its website, which features an interactive map highlighting important points in the whales' migration. Supporting campaign materials such as posters, brochures, and video ads help promote the cause.
Humpback whales play a crucial role in sustaining life on Earth, yet the Pacific Northwest subpopulation remains one of the least studied and most endangered. This project seeks to address this issue through a range of design strategies and media materials aimed at raising awareness and fostering conservation efforts.
WHALEGUARD's name speaks for itself as a fundraiser dedicated to supporting efforts to protect humpback whale migration in the northwest Pacific Ocean.
The wavy letterforms of Super Power align with the aquatic theme of the brand, making it a perfect display font for web content. Open Sans Italic was used in place of Super Power for web headers that required less emphasis.
Bebas Neue Bold was chosen for print headings and the wordmark due to its condensed tracking and high visibility. Open Sans was universally used for body copy because of its readability.
Polar and midnight blues were used as primary sources of contrast, with java blue functioning as a temperature balance between the two. An orange gradient was used sparingly to add depth and complement the blue-dominated palette.
Body Copy:
Open Sans
Headers:
Open Sans Italic
Logo & Print Headers:
Bebas Neue Bold
Display Type:
Super Power
Colors:
Whenever possible, the primary logo should be midnight blue. Full color is used to add emotion and vibrance to the branding. In cases where the background is dark, polar blue is used.
In cases where the logo needs to be displayed horizontally, the wordmark is placed beside the logomark. While sparingly used, this version is mainly used for the website logo.
The final deliverables demonstrate my ability to hone my creative and technical design skills through a breadth of mediums.
This project provided me with crucial insight into the steps taken to develop a comprehensive brand. Setting personal deadlines allowed me to effectively prioritize tasks, ensuring time and attention was given to each part of the project.
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