Edge of Extinction
The Council of Contributors
The Challenge
Rhino poaching is a violent, senseless act that has pushed the rhino species to the edge of extinction. The goal was to rebrand a nonprofit dedicated to raising money to help support boots-on-the-ground organizations working to protect and preserve the species. The work needed to build awareness, inspire donations, and stand out in the nonprofit space—while honoring the seriousness of the issue with empathy and integrity.
The Idea
Instead of focusing on brutality, we highlighted the deep care and humanity behind the mission. The visuals celebrated the rhinos and the people helping them, while the messaging was bold, visually arresting, and emotionally resonant. Playful infographics and bright colors provided a striking contrast to the seriousness of the issue, helping the story feel approachable without losing its weight.
My Role
I’ve partnered with the Council of Contributors since 2016 and continue to support their mission today. As the creative lead, I led everything from brand identity and website design to social content, copywriting, and visual storytelling. I collaborated with an animation house to bring the organization’s origin story to life, and worked closely with the founder to ensure consistency across every channel and touchpoint.
The Results
Following the rebrand, the nonprofit saw a significant surge in support. Donations have reached over $430,000 since its founding, with a sharp increase after the new identity launched. Social media following grew by nearly 4,000 percent, helping to expand the organization’s reach and visibility. Most importantly, the brand helped foster emotional connection and gave people a clear, meaningful way to take action in protecting one of the world’s most endangered species.