This project involved designing a visual identity for the Arbutus Migratory Bird Sanctuary through colour, typography and a logo and applying this identity to print collateral and an annual report. 

Please note: although fictional, the ‘Arbutus Migratory Bird Sanctuary’ is based on a non-fictional Bird Sanctuary in British Columbia. The data gathered from the real Bird Sanctuary, such as target audience, design challenges and mission statement, are used as data for the Arbutus Migratory Bird Sanctuary. 

 The Arbutus Migratory Bird Sanctuary’s mission is to support the protection of migratory birds through education and research. Their clients are family-oriented, enthusiastic and outdoorsy. The goal of the design is to communicate professionalism while appearing warm and inviting in order to appeal to bird researchers and the general public alike. 

I used warm colours for the brand identity to avoid an overly corporate appearance. Where black would traditionally be used, a warm brown is used instead. The roan-red colour is inspired by an image of a bird’s silhouette against a sunset. The roan red and brown create a rich, earthy feel that can be associated with the naturally preserved sanctuary. Remaining on theme with brand identity, I then photographed and close-cropped natural textures found at the Migratory Bird Sanctuary. These photographs are treated with sepia tones, matching the primary warm brown shade, and are used as rich backdrops to create depth in the annual report. Photography of sanctuary wildlife (as shared by Riefel Migratory Bird Sanctuary) fill circular frames throughout the annual report, matching the colourful, semi-opaque circles that host the secondary colour palette. 

The primary typeface used in the Arbutus branding is a serif font with increased tracking. The complimentary typeface is a light, modern sans-serif font.