Audubon is one of the oldest and most effective bird conservation organizations in the Western Hemisphere. The work they do is more urgent than ever, not only for birds — but for people and the planet as well. Despite this wide-reaching impact, Audubon was struggling to attract supporters beyond loyal bird enthusiasts. Together, we set out to change that.

Building off their ambitious strategic plan, we created a simple, yet powerful story platform: It all begins with birds. A rallying cry for birders and conservation activists alike, this platform set out to prove why birds are more than birds. They’re symbols and sentinels that reveal the health of the world we share, and by helping them thrive, all of us thrive as well.

This story was brought to life through a compelling commercial and Times Square installation that ran during Climate Week NYC. We also created a bold new tone of voice, messaging, and a refreshed design system which borrows visual motifs from ornithology and graphics that mimic the focused, circular view of binoculars to encourage new audiences to take a closer look at these powerful symbols.