Project Jonah Logo Redesign

Client

Project Jonah NZ

Services

Branding, Merchandise

Date

April 2020

I've long been an admirer of Project Jonah and the work they do in New Zealand. Established in 1974, their focus is on responding to whale and dolphin strandings around the country and empowering kiwis with knowing how to help during these emergencies. Despite having a large supporter base, they only have two staff, so I reached out and and offered my services for whatever they needed.

The team asked if I could create a new, modern icon for their digital channels and social media.

My initial moodboard of Project Jonah's visual identity

My initial moodboard of Project Jonah's visual identity

My sketches, drawings and illustrations for possible options for a new Project Jonah NZ logo
My sketches, drawings and illustrations for possible options for a new Project Jonah NZ logo
My sketches, drawings and illustrations for possible options for a new Project Jonah NZ logo
My sketches, drawings and illustrations for possible options for a new Project Jonah NZ logo

We collaborated on a variety of characters, sketches and design ideas, before public feedback revealed the true value of their current visual identity: there was a lot of love for the classic whale tail tucked into the O of Jonah.

Logo refinements for Project Jonah NZ's new logo, displayed in a grid of 12 on an iPad

The resulting new icon was created as a way to bring that tail design to the forefront: bold and highly visible, with colours assigned to represent the different facets of Project Jonah's work. The new icon initially sat alongside their existing logo as an extension of their visual identity, but over time has became the sole logo for the charity.

Project Jonah's new logo brand guidelines sheet including colour, legibility, and correct optical alignment

Bradley approached us at the start of Level 4 lock-down offering his graphic design services and we jumped at the opportunity to work with such a gifted and creative designer! After consultation with some of our key supporters on some of Bradley's initial concepts, the project pivoted from what we thought would be a brand new online design to an update of our current brand.

Throughout the process Bradley produced polished and professional concepts. His work was timely and he was happy to take on our feedback and explore different ideas. We are thrilled with the finished product and are now looking to expand our original plan to use the finished logo on merchandise. Thank you Bradley for your thoughtfulness, creativity and skill.

Louisa Hawkes

Communications and Volunteer Coordinator

Project Jonah's new logo on t-shirts
Project Jonah's new logo appearing on marine mammal rescue devices

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