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.
In the spring of 2022, 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.
To be recognized as a true, world-class conservation organization, shine a light on their impressive and effective work, and fuel further success, we knew the nonprofit needed to strengthen their brand, storytelling, and marketing.
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.
After 25+ interviews with scientists, scholars, and field program leaders, 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.
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.
