⊞ Desktop C:\Projects\WildWise\case-study.exe

Brand identity · social campaign · game concept

WildWise

A youth brand that teaches 13–16-year-olds about animal conservation. Teenagers want to help but rarely learn about it at school, so WildWise uses short social posts, posters and a game concept to make it approachable.

See the campaign Brand identity
Audience
13–16-year-olds
My part
Research, mood boards, brand identity, ads and posters, game storyboard
Deliverables
Brand identity, social media strategy, mobile game concept
Tools
Photoshop, Illustrator, Figma
WildWise campaign posters featuring a frog, polar bears, a vaquita, a sea turtle and a tiger
13–16target age group
5brand colours, one for each cause
1key fact per post, plus a clear call to action
🌍 01_problem.txt
01

Teens want to help but don't know how

Recent studies show that 13–16-year-olds want to help with conservation but don't learn about it in school, so they're unsure how to contribute. There's a gap: the motivation is there, but accessible, engaging resources aren't.

WildWise aims to make conservation fun and accessible by:

EDUCATE

Bite-sized content

Short social media posts that teach one thing at a time.

ENGAGE

Interactive games

A game that teaches conservation through play.

EMPOWER

Small actions

Clear, small steps teens can actually take.

🔍 02_research.log
02

Research and mood boards

I ran surveys and a competitor analysis to understand what resonates with teenagers. Minimalist, mascot-driven ads performed best, such as WWF's panda. I then built mood boards drawing on:

  • Nature documentaries (Our Planet).
  • Youth-focused apps (TikTok, Duolingo).
  • Successful conservation campaigns (WWF, Nat Geo).
Brand mood board: illustrated animals, conservation posters and colour swatches in oranges, greens and blues
Brand mood board: nature-inspired colours, organic textures and youth-friendly design
Game mood board: Planet Zoo, an illustrated field journal, underwater and forest game scenes
Game mood board: environmental challenges and conservation mechanics
🎨 03_brand_identity.ai
03

Brand identity

Name and logo

I chose WildWise because it's memorable and sounds educational. The logo is text-only so it works on every platform.

Typography

  • Calistoga for headings: organic and natural.
  • Source Sans Pro for body text: easy to read in content-heavy posts.

Why these colours?

Each colour stands for a different ecosystem or cause. I wanted them to look good together and carry meaning, and I avoided relying only on blues and greens so the palette covers more habitats.

Ocean Blue #2877B7Water conservation
Forest Green #77732FForests and wildlife
Honey #EDA945Endangered species (bees)
Burnt Orange #D45837Urgency (climate crisis)
Peach #FAC2AESoft contrast for backgrounds
WildWise brand board with the logo, Calistoga and Source Sans Pro type specimens, colour swatches and illustrated animal elements
Brand board: logo, typography, colour palette and design elements
📱 04_social_campaign/
04

Social media and posters

Ad and poster strategy

  • Minimal text: one key fact per post.
  • Mascots: an animal illustration is always the focal point.
  • Taglines: short phrases such as "Save the Bees, Save the Future".
EXAMPLE POST

🐝 Save the Bees

Visual: a cartoon bee on a gradient honeycomb background.

Text: "Did you know? 1 in 3 bites of food depends on bees. #WildWise"

Row of five WildWise posters: frog, polar bears, vaquita, sea turtle and tiger, under a 'Unite for Wildlife' banner
Educational poster series for social media and school displays

Digital ad campaign

Sponsored Instagram post: polar bears on ice with the headline 'Chill with a cause'
Polar bears and ice caps
Sponsored Instagram post: a tiger with the headline 'Tread lightly, roar loudly'
Tiger conservation
Sponsored Instagram post: a vaquita with the headline 'Lagoon protectors'
Vaquitas and coastal habitats
Sponsored Instagram post: a sea turtle with the headline 'Shell-ter our sea turtles'
Sea turtles and plastic waste
Instagram post with an illustrated bedroom scene and tips on ways you can help wildlife at home
Ways to help: close curtains, turn off lights
Instagram post with an illustrated shop scene encouraging reusable bags
Ways to help: use reusable bags
🎮 05_game_concept.storyboard
05

A tap-to-rescue game

I proposed a tap-to-rescue mobile game where players complete challenges, like replanting trees or cleaning oceans, and unlock real-world conservation facts. I designed storyboard wireframes to plan the gameplay flow.

Ten-panel storyboard of a character moving through burning forest, beach and ice scenes, completing conservation tasks
Storyboard of the game flow and the player's journey through conservation challenges
🧩 06_challenges.md
06

Design challenges

PROBLEM

Making conservation "cool"

I used vibrant colours and playful mascots to avoid a textbook feel, and added gamification like badges and shareable achievements.

PROBLEM

Information overload in ads

Each post carries one key stat and a clear call to action: "Learn more at WildWise.org".

✅ 07_outcome.md
07

Outcome and next steps

Final feedback: Frog Design praised the consistent branding and the youth-friendly approach.

Next steps

  • Build a prototype of the game in Unity or Unreal Engine.
  • Expand the social campaigns through collaborations with influencers.

Skills

Brand designUX researchTypographyColour theoryCollaborative ideationPhotoshopIllustratorFigma