ABOUT

The Leonardo DiCaprio foundation was established in 1998 with the intention of protecting the world’s last wild places. They approached Superfried to develop the identity for a global crisis fund set-up to protect elephants and tackle the ivory market.

The client requested that if possible the identity should simultaneously represent both the species and their natural habitat. To achieve this I looked at ways to illustrate elephants via topographic contours. Two routes emerged – face on and profile. With the latter selected by the client I developed various mock-ups to ensure the marque was sufficiently versatile across all media. It was here that a further connection between the elephants and their habitat emerged. Close-up shots of their skin bore a striking resemblance to parched landscapes.

This project was featured by Creative Review, Creative Boom. and Design Week.

Elephant skin photo by Michael Steinberg on Unsplash.
Land Rover shot by Tim Trad on Unsplash on Unsplash.