Work: Case Study
The Turtle
Survival Alliance
After decades of successful grassroots work to restore populations around the globe, Turtle Survival Alliance reached a critical moment. When shifting from a founder-led organization to a more visible and vocal leader in global conservation, the passionate advocates at the helm of the nonprofit realized the need to reach new audiences, grow capacity, and boost the impact of their international field programs—all while building and elevating their central operation.
We dove head-first into the world of tortoises and freshwater turtles, getting to know these awe-inspiring creatures and the amazing individuals who work tirelessly to protect them.
Known and loved by conservationists across countries and cultures, the brand needed to retain some familiarity during its glow-up. But to emerge as a world-class conservation organization and fuel further success, we needed to strengthen the entire brand–its concept, materials, and marketing.
After 25+ interviews with scientists, scholars, and field program leaders, we were reminded how critical a role humans play in the alliance’s work. With this fact in mind, we cleared a path forward for the organization and worked closely with the board to re-define Turtle Survival Alliance's vision, mission, and purpose.
Those Sure-Footed Wanderers that Sunbathe Along Low-Slung Riverbanks.
To turtles. Those awe-inspiring creatures that are as ancient as dinosaurs. Wildly diverse as the habitats they call home. Ecosystem engineers, essential to our soils, waters, and flora.
Found around the world in rivers, deserts, lush jungles, and our own backyards, it’s easy to assume they’ll always be here. But the very traits that once helped tortoises and freshwater turtles survive, today render them vulnerable to extinction.
To save turtles, we all play a role. Turtle Survival Alliance works to create a planet where turtles can thrive in the wild—and are revered and protected by humans. A planet with zero turtle extinctions. Because these ancient and remarkable creatures deserve a champion.
Our goal in evolving the Turtle Survival Alliance logo was to elevate the current identity to make it more modern and impactful while retaining those beloved and powerful core elements—the turtle, globe, and map—that have faithfully symbolized the organization for over 20 years.
Turtle Survival Alliance's website had a tall order: showcase more meaningful stories, attract new audiences, compel donors to amp up their support, and house the organization's expansive research within a new species finder tool.
