Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of the U.S. Fish and Wildlife Service.
Naming, brand and campaign
U.S. Fish and Wildlife ServiceAmerica's Wildlife Refuges.
Giving 568 refuges a name people could remember, and inviting the whole country to Find Your Wild.
The challenge
The National Wildlife Refuge System protects 95 million acres across all 50 states, yet next to the National Parks it barely registered. The name was part of the problem.
What I did
Renamed it America's Wildlife Refuges. The landscape analysis showed a category where everyone looked the same, so we went the other way, positioning refuges as wild places at the edge of everyday life: 101 of them sit within 25 miles of a city. The identity grew from a cairn, the stacked-stone marker that tells you you're on the right path, carried through a brand manual and a new homepage. Then we launched it with Find Your Wild, a campaign inviting people back outside, and I created the ads for the refuges' annual Walk for the Wild 5K.
The result
8.5 million impressions and a 2 to 3% click-through rate across Meta, Google and LinkedIn.
The work
What I brought
- Landscape analysis
- Naming
- Positioning
- Identity
- Brand manual
- Website
- Campaign
This work was created for The Bureau of Small Projects, on behalf of the U.S. Fish and Wildlife Service. All rights belong to the agency and the client.