Sleeping Bear Wildlife Fund
Sleeping Bear Wildlife Fund Brand Identity
Sleeping Bear Wildlife Fund is a non-profit organization near Traverse City, Michigan is a nonprofit organization dedicated to rescuing, rehabilitating, and releasing injured and orphaned wildlife. From foxes and owls, to rabbits and turtles, this organization works hard on saving each animal it encounters. The goal of this project was to create a brand identity that builds trust, communicates compassion, and reflects the organization’s deep connection to nature.
project overview
This brand identity was designed to help Sleeping Bear Wildlife Fund establish a recognizable and professional presence across fundraising, education, and community outreach efforts.
The visual system balances warmth and credibility—appealing to both donors and the general public while reinforcing the organization’s mission of wildlife conservation and care.
design approach
The identity draws from clean, simple, geometric forms, and earthy tones to reflect the environments these animals call home. The logo system was designed to feel approachable and compassionate, while still maintaining a level of professionalism that encourages trust and donations.
Every element—from typography to color—was chosen to support storytelling, helping the organization connect emotionally with its audience and communicate its impact effectively.
Services:
Logo design & brand mark system
Color palette inspired by natural landscapes
Typography selection for clarity and accessibility
Brand guidelines for consistent application
Mockups for real-world use (print, digital, merchandise)
results/impact
The final brand identity gives Sleeping Bear Wildlife Fund the tools to:
Present a cohesive and professional image
Build trust with donors and partners
Increase visibility in community outreach efforts
Create consistent marketing and fundraising materials
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