A non-profit protecting endangered species through science, law and creative media.
Known for science-backed advocacy and unapologetic persistence, the Center for Biological Diversity has protected hundreds of species and millions of acres of land since 1989. With a reputation for being as stubborn as they are effective, the organization has long been a leader in conservation—driven by data, action, and a deep commitment to protecting life on Earth. The challenge was to modernize the brand while broadening its appeal.
The new identity brings together two key elements: powerful videography of wildlife and habitats, and messaging that connects biodiversity to everyday human needs. Clean water, food security, flood protection—these are tangible outcomes that resonate beyond the conservation world. The result is a rebrand that inspires action.
Logo
Brand Strategy
Magazine
Website
Brand Guidelines
Adobe Illustrator
Adobe InDesign
Figma
Jitter
Forma DJR
PP Supply Sans
Calibre
Fall 2024
An audit of the current brand identity surfaced an opportunity to elevate and modernize the brand without compromising its integrity. With a reputation for fearless advocacy and science-based action, the Center’s visual identity could better reflect the strength of its work.
While auditing the Center’s brand history, I uncovered a logo from 2001 that had been retired but still held strong conceptual potential. I rebuilt the mark with stronger visual hierarchy, simplified forms, and balanced spacing. Optimizing for small-scale use was a priority to ensuring the logo holds up in digital contexts.
The visual system centers video as the primary storytelling tool to capture attention, evoke emotion, and reveal the interdependence of life on Earth.
When photography is used, it shifts between species-level and ecosystem views, reinforcing the interconnectedness that defines biodiversity.
I approached this rebrand with the goal of positioning biodiversity not just as something to protect, but as something we rely on. Clean water, flood protection, food security. This isn’t abstract conservation, it’s future-proofing that anyone can get behind.
Legal-facing materials are clean and professional, reinforcing the Center’s credibility in policy and litigation. Donor-facing touchpoints lean more expressive, using color and layout to spark curiosity.
The updated tagline, Stronger with Biodiversity, speaks to collective resilience and works as a versatile design element throughout the system.
The cover of the redesigned donor magazine visualizes the interconnectedness of life, using annotations to show how different organisms rely on one another to keep ecosystems in balance. If one species disappears, the entire web is disrupted.
Inside, the layout shifts toward impact with callouts that spotlight recent legal wins and conservation milestones, helping donors see the tangible outcomes of their support.
Designed and Developed by Anna Barnett © 2025
