MISSION
This campaign aims to inspire tweens (8-12 years old) and their parents to reconnect with nature. Through the use of various engagements such as an animal collection app, scavenger hunts, and community-led outings, it seeks to introduce kids to the wonders of nature and to foster a lifelong interest in their environment.

REDESIGNING IDENTITY​
I started by first redesigning the existing logo with the campaign’s original name, Discover the Forest, before then brainstorming alternative names and slogans that would be more appealing to a youthful audience. From there, I narrowed down the list to create various logotype iterations.

I had initially settled on FunFlorall as the final choice, but decided that it both looked and sounded clunky. That then led me to an entirely new name, Sprout. It was short, simple, and fun; even better, it had the connotation of youth that the other ones lacked. I also began playing with possibilities for a single distinguishing mark that could be used in lieu of the full name.

Critters is an app sponsored by Sprout designed to gamify the process of going out into nature and learning about fauna. Users can photograph animals or their tracks, or record their cries to collect them, earning badges as they go for completing various accomplishments. It also features a map to show nearby spots of nature, a wildlife guide, and a feed to see what critters friends have found.

These are a series of recurring activities not unlike the kind one might find in groups like Boy or Girl scouts, but are completely open to the public and require no formal commitments beyond small case-by-case fees that go toward helping conservation efforts. Activities might include camping trips, nature-related workshops, and picnics depending on your location, and would be led by wilderness experts.

An annual scavenger hunt free to the public which would take place in different parks or woods each year. Though the posters below are specific to Providence, ideally there would be various chapters across the nation much like with the sproutings. While the Critters app is geared toward fauna, the items here would be more flora-related among other things—plants that are a certain color or are shaped a certain way, rocks, things that don’t belong (litter), and the like. On top of that, there would also be prizes in the form of Sprout merchandise.