“The Xerces Society is a nonprofit organization that protects wildlife through the conservation of invertebrates and their habitat. For over forty years, the Society has been at the forefront of invertebrate protection worldwide, harnessing the knowledge of scientists and the enthusiasm of citizens to implement conservation programs.”
–Xerces Society
Brand Message: Inspiring, educational and purposeful collaboration for invertebrate conservation
The rebranding of Xerces Society establishes an aesthetic that is inviting and inspirational while maintaining a sound level of professionalism. It is identifiable to community members and motivates them to learn and actively participate in the protection of invertebrates.
Other organizations in the field of invertebrate conservation are Buglife, Amateur Entomologists’ Society, North American Pollinator Protection Campaign, and Pollinator Partnership. These organizations have logos that represent their establishments, but they do not function well as logos, and their websites are all very dated with appearances that are not attention getting. There does not seem to be any cohesive color scheme or set of design elements associated with the branding of these organizations, and the manner in which information is presented is–across the board–cluttered and overwhelming. These are areas in which the rebranding of Xerces Society sets it apart.
Xerces has a new, simple and distinguishable logo that is unintimidating yet sophisticated. It depicts the extinct Xerces butterfly (after which the organization is named), which is friendly and elegant. People feel alert and comfortable while interacting with the newly branded Xerces Society aesthetic, while sensing that the purpose of this organization and efforts are important and worthwhile. Macro-photography is integrated into the design to appeal to a wide spectrum of viewers, as well as illustration to portray an inviting aesthetic. The rebranding includes seed packets, a native bee shelter guide, and the Xerces Society website.
Target Audience:
• Farmers
• Volunteers
• Landowners
• Retirees
• Environmental conservation enthusiasts
• Students, educators, and professionals
• Motivated community members
• Men and women
•25–70 years of age
• Interest in homesteading, gardening, conservation, landscaping, ecology, and entomology
OBJECTIVE
Rebrand Xerces Society for Invertebrate Conservation, creating multiple collateral pieces that exhibit cohesive design elements.
IDEA
Establish an aesthetic that is identifiable, inviting, and inspirational while maintaining a sound level of professionalism. Motivate citizens to learn and actively participate in the protection of invertebrates.
EXECUTION
The new logo depicts the extinct Xerces butterfly (after which the organization is named), which is friendly and elegant. Macro-photography is integrated into the design to appeal to a wide spectrum of viewers. The rebranding includes seed packets, a native bee shelter guide, and the Xerces Society website.
Insectopia Seed Packets
Seed packets: front
The back flap on the packet opens to display a window through which you see the seeds. The makeup of the seed mix is displayed in a table on the inside of the flap.
Seed packets: front, back, inside
Xerces Society Website
Native Bee Nesting Shelter Guide
The Native Bee Nesting Shelter guide is attached to a neutral paper strip that wraps around the shelter.
Native Bee Nesting Shelter guide: front
Native Bee Nesting Shelter guide: front
Native Bee Nesting Shelter guide: back
The first inside spread describes installation of the shelter.
The second spread informs about nesting bee biology and offers information on purchasing repalcement tubes and an informative publication.
The third spread completes the nesting bee biology information and suggests that the reader note the difference between bees and wasps (wasps tend to be a bit more aggressive).
Logo sketches and planning for seed packets and the information guide
Final style guide for the rebranding of Xerces Society
Illustration used in the Native Bee Nesting Shelter guide. Drawn with pencil and ink, scanned, placed in Adobe Illustrator, and enhanced with informative graphics.
