#ElephantYogaChallenge is a nested campaign of the greater 96 Elephants campaign by the Wildlife Conservation Society meant to activate yogis and yoga enthusiasts in lending their practice to conservation. The idea of the challenge is similar in nature to the infamous “Ice Bucket Challenge”, however, the task is to complete the “elephant” yoga pose (or a yoga pose of your choosing) and donate to save elephants.
In order to wed yoga with elephant conservation, I developed a tribal icon of an elephant with an earthy but active color palette that also includes various symbols prominent in yogi culture in its form. I wanted to further the idea of a “tribe” in both style and purpose. The T-shirt, which sold out almost immediately after release, features this icon prominently. The icon also appeared on social media layout and promotions, in-park signage at The Bronx Zoo, other AZA venues, and various yoga conferences, in addition to videos and news segments related to the challenge. I designed a handful of promotional materials for print and web that were circulated by 96 elephants, its affiliates, and participants in the challenge.
96 Elephants / Wildlife Conservation Society
Branding, Illustration, Apparel, Print, Web