Save the whales

Graphic DESIGN
Brand Redesign

In one of my graphic design classes, I was tasked to redesign and rebrand the digital content for my chosen organization. As a whale lover, I chose Save the Whales, a non-profit organization dedicated to protecting marine wildlife. The organization had been using the same logo and branding for several years, and it was time for a refresh to better reflect its mission and values in these modern times.

Graphic Designer
1.5 Months
Adobe Creative Cloud
- Photoshop
- Illustrator
- InDesign
- After Effects
About the Organization

Save the Whales is a non-profit organization dedicated to the conservation and protection of marine wildlife, with a particular focus on whales and dolphins. The organization was founded in 1977 by Maris Sidenstecker, who was inspired by her passion for these marine mammals and her concern for their declining populations due to commercial whaling and other human activities.

Save the Whales works to achieve its mission through various programs and initiatives, including educational programs for schools and the public, research and conservation projects, and advocacy efforts to protect whales and dolphins from threats such as hunting, pollution, and climate change.


To get started with the redesign, I created a mood board showing the current logo of the organization and ten (10) words and corresponding images to encapsulate the essence of the organization.


The next part of the process is redesigning their logo. I started by rapid sketching different logo ideas. Rapid sketching helped me generate a large number of ideas quickly and explore a wide range of possibilities for the design. For this one, I ended up with 30 different sketches.

Out of all the sketches, I narrowed it down to a couple of options that I think is a good representation of the organization. Ultimately, I chose sketch #11. I like the idea of combining the text and whale graphics dynamically in a circular form. To produce the logo in a scalable vector format, I used Adobe Illustrator.

I used the golden ratio to create circles which I used as guides to develop my whale graphic. For the color, I explored using two different blue and teal color palettes and I rendered it black-and-white as well.


To elevate the logo further, I animated it using Adobe After Effects.The animated logo offers several advantages to a brand. Incorporating motion and animation into a logo design makes it more memorable and engaging, increasing brand recognition. It also helps tell a story and communicate the brand's message more effectively than a static logo.

For mine, I tried to mimic the motion of a whale swimming up to the water's surface, with bubbles fizzling in the end.


Part of this brand redesign is to update the homepage of the organization's website. As I navigate through their site, it appears that the design is quite outdated. I also noticed some of the texts are out of alignment and that the information architecture of the navigation bar appears to be convoluted. However, this part of the rebranding project does not include organizational and structural changes of the site but rather a visual update to the design and layout of the homepage only.

I started by establishing a style guide for the font, color, and button design choices. I adopted the same color palette I used in the logo. Without changing a lot of the content, I revised the layout of the page incorporating full width images, a better hierarchy of text to emphasize certain sections, and a much more consistent and coherent layout.


The last part of this project involves the creation of a flyer that aims to spread awareness about one of the organization's missions. I created two versions: one ready for printing and a digital version.

The flyer aims to raise awareness among people, especially children, regarding the ways they can help protect marine life.

To appeal to children's emotions and encourage them to be more mindful of their future and the future of other living organisms on Earth, I designed the front of the flyer to feature children interacting with an inflatable whale character. The pamphlet's content includes impactful images that demonstrate how ocean pollutants adversely affect marine life.

I added a QR code on the back of the flyer that redirects readers to the organization's website. In addition to this, I also included the organization's contact information, such as email, phone number, and mailing address, to encourage communication with interested individuals.


As an experience designer, this experience was valuable as it allowed me to apply my knowledge of graphic design principles to create designs that looked visually appealing and effectively communicates the organization's message and mission. It also allowed me to gain experience in developing a brand identity collection and creating cohesive design elements across different mediums.