ALL HANDS ECOLOGY
A new identity for a more expansive approach to conservation.
Services
Brand Strategy
Brand Voice
Brand Identity
Industry
Environmental
The Challenge
After 60 years, Audubon Canyon Ranch was evolving and ready for its next chapter. With a new strategic plan, refreshed website, and new name picked out, they needed an identity to bring it all together, and quickly, before the fall fundraising season.
Their mission of connecting nature, people, and science was clear, but their warmth, openness, and curiosity weren’t coming through. They needed a brand that reflected who they were becoming without losing sight of where they came from.
The Approach
We started by getting to know the organization and the people behind it. Rather than relying on familiar conservation cues, we looked for an idea that could capture the interconnected nature of their work and bring people, science, wildlife, and ecosystems together under one brand. Their new name, All Hands Ecology, gave us the starting point: everything and everyone has a role to play.
Finding a symbol for everything that connects us.
We wanted to differentiate them by avoiding botanical illustrations common in environmental branding. The logo needed to embody their all-encompassing approach to people and ecosystems. We needed to think bigger. We were drawn to the concept of the classic Fibonacci spiral, which is unifying and inclusive in its ever-present nature.
The new logo captures the balance and harmony at the heart of their work, using the infinite nature of the Fibonacci spiral to echo their enduring commitment to the lands they love. The stripes illustrate the way their history and future are intertwined. Reinforced by the tagline “For all that connects us,” the identity makes their purpose unmistakable. It’s intentionally campaignable and ready to stretch across every corner of their work.
One ecosystem, with room for every program.
All Hands Ecology’s work spans distinct programs with their own audiences and areas of focus, including Living with Lions and Fire Forward. We created a sub-brand system that gives each program its own identity while keeping it clearly connected to the larger organization.
Solid colors distinguish the programs, while a shared icon and visual system bring everything back under one cohesive brand umbrella.
Evolutions of identity.
The client team had recently updated their website, so we did a light touch in applying the new identity — sourcing more modern and digitally friendly fonts and adding more color to create standout. Their expanded color palette gives them more flexibility across all other applications.
An authentic voice.
Our writing captured their mission so authentically that the team had an emotional reaction. They could finally recognize themselves, their work, and their aspirations in the brand. By building around what they already had and amplifying their personality, we created a brand experience that’s welcoming, flexible, and distinctly theirs.
“We are so grateful for the Good Stuff partnership and getting to know many of you a bit. We have had really fantastic feedback from the identity and its story! Thank you.”
— Tom Gardali, CEO
WHAT WE DELIVERED.
Brand Identity
Logo
Program logos
Family of fonts
Color palette
Copy style
Photography style
Style sheet
Brand Strategy
Research & analysis
Core essence
Personality
Tone of voice
Brand architecture
Brand Voice
Tagline
Key messages
