For this group project, we reimagined the brand identity for the Sumatran Elephant Project, an organization supporting endangered elephants. Many organizations were helping already, but their websites and branding were outdated, giving us a real opportunity for a fresh, functional redesign.

Through research, we discovered that unsustainable palm oil production is the leading threat to these animals. To address this, we conceptualized a collaboration with Aesop, (which is known for its ethical sourcing) creating a luxury shampoo and conditioner line that would raise funds and awareness for sustainable palm oil sourcing. This positioned our work toward wealthier, environmentally-conscious adults, who would be motivated by luxury and sustainability.

I led the visual direction—designing the logo, color palette, and packaging to evoke a lush, sophisticated feel that appeals to environmentally conscious adults. I led most of our brand identity development, guiding us into the idea of a natural, lush, brand feel aimed at adults that emphasizes the majesty of this creature. One of my initial logo drafts was chosen, as with my pairing typography, color palettes, and logo refinement. I also designed sustainable cardboard packaging and the bottle labels for our collaboration through many versions, intending them to be easily readable and sophisticated, in line with the Aesop brand identity and our own, yet still distinct and drawing attention to the issue of palm oil harming these elephants.

This project taught me how to guide a team, allocate tasks efficiently, and develop branding that balances elegance with advocacy.