Visual Identity: WildCare
Company: Wilder Institute/Calgary Zoo
WildCare is the adopt-a-species conservation program at the Wilder Institute/Calgary Zoo, designed to inspire public support for wildlife rehabilitation and conservation initiatives. The program allows donors to symbolically adopt endangered animals while contributing directly to the zoo’s conservation and care efforts.
As the graphic designer on the project, I developed the visual identity and supporting donor materials for the program. The initiative required a distinctive design system that complemented the zoo’s established brand while creating a meaningful and giftable experience for supporters.
Deliverables
Logo design
Species biofact card
Adoption certificate
Branded donor rewards including magnet, window cling, tote bag, and plush merchandise for $100 donor tier
Creative Direction
The visual direction for WildCare was guided by two primary goals: maintaining strong alignment with the Wilder Institute’s established brand while allowing the program to stand out as a recognizable fundraising initiative.
I designed the logo using the organization’s primary typography and core brand color palette to ensure immediate brand recognition. This approach allowed the program to feel like a natural extension of the Wilder Institute while maintaining enough visual distinction to function as its own initiative.
Application
The visual identity for the biofact card and certificate follows a minimalist approach, allowing the photography of each endangered animal to remain the focal point. This clean design system was also applied across supporting donor materials such as window clings, magnets, and tote bags to maintain consistency throughout the program.
To support flexibility for the fundraising team, a template was developed for the magnet and window cling that placed the logo within a rectangular frame. This allowed staff to easily update the design with different species imagery without the logo disappearing into the image.
The logo’s scalability ensured it could be applied effectively across a wide range of formats, from printed materials to merchandise, supporting both current donor rewards and future branded items.
Impact
WildCare proved successful with donor audiences and became a popular way for supporters to engage with conservation efforts. The adoption packages created a meaningful and shareable experience, allowing donors to support wildlife while gifting a tangible connection to conservation for friends and family.
