About the Company
This is a school branding project for the fictional company Arbutus Migratory Bird Sanctuary (AMBS). They are a non-profit that conserves needed wetlands for birds and water fowl in Vancouver. They provide a safe space for bird life to flourish and for people to enjoy as well. The target audience for AMBS are bird lovers of all ages who are interested in watching them and seeing them in their natural habitat. Their visitors are mainly young families with children and retired people who enjoy nature and walking through trails. They also get visits from nature photographers and schools on field trips.
Branding
Keeping the target audience in mind, I decided their branding should both invoke friendliness and nature. A light blue and dark grey/brown were chosen as the corporate colours. This neutral colour palette reflects the calm and serenity in the sanctuary. Blue is reminiscent of the sky and water, both things associated with birds and the sanctuary, and also symbolizes calm and trust. The warm grey/brown gives a sense of nature as well and sophistication.
The logo has imagery of bird feet. This was chosen because it encompasses the many types of birds that frequent the sanctuary annually. It also shows movement and makes the viewer envision a bird on a journey. They are also playful giving the brand a little more of a friendly feel. The tagline for the company is “A safe space for our feathered friends”. This was chosen to further push the idea of friendliness and includes the reader into the narrative of the company.
Stationery including mailing label, business cards, letterhead, and envelope
Annual Report
Part of this project was to create sample pages from an Annual Report with a focus in mind. The goal I imagined was to inform readers on an upcoming expansion, and show their sponsors about the good use their money is going towards as well as continue to fundraise more and encourage new sponsors to donate. It also shows to frequent visitors what they have to look forward to in the next five years and hopefully encourage more visitors to the sanctuary.
The annual report stays true to the brand by using their corporate typefaces and main corporate colour (blue). This colour was chosen to evoke feelings of nature, calm, and friendliness so it continues to boast that feeling throughout the annual report. In order to keep imagery cohesive, and fit with their identity, I chose to keep the images in black and white. This allowed for the images to fit nicely together and also allowed for the corporate colour to shine.
