START-UP | BRANDING

ENDANGERED

APRIL, 2022

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ENDANGERED

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Context

Nowadays, animals are in danger. 
Due to the impact of humans, more than 40,000 species are threatened with extinction. Species become endangered for two main reasons: loss of habitat and loss of genetic variation.

Insight

But if we don't do anything to stop and save them, our next generation won't see lots of them, and we can only see them in history books like dinosaurs. 

Idea

Recognizing the urgency of the situation, I leveraged the fashion industry and people to help raise awareness and funds for endangered species by creating a streetwear brand.

Brand Mission

ENDANGERED is a streetwear brand that raises awareness, provides critical information, and protects endangered species. I was inspired by Lacoste's 'Save the Species' campaign, positively impacting wildlife conversation through creativity. So, we also create limited edition designs of clothes. The number of clothes per design available corresponded to the number of remaining individuals left in the wild for each species. Some profits from the sale of all items will be donated to help conserve threatened wildlife. So, we can END the danger of endangered species. 

Visual Direction

ENDANGERED is inspired by the dystopian and vaporwave art direction. I created a futuristic & imaginary world where endangered species are re-created and re-visualized. Our brand's entire tone and aesthetic are hip, sick, and vibrant. 

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END the danger of endangered species.

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Gradient represents the levels of danger inspired by IUCN Red List.  

EXTINCT

#f500df

EXTINCT IN

THE WILD

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CRITICALLY

ENDANGERED

#be48e6

ENDANGERED

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VULNERABLE

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NEAR THREATENED

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LEAST

CONCERN

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COLOR PALETTE

RGB: 255 / 255 / 255

CMYK: 0 / 0 / 0 / 0

HEX: #FFFFFF

RGB: 0 / 0 / 0

CMYK: 60 / 40 / 40 / 100

HEX: #000000

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BRAND IDENTITY

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CLOTHING

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