Ashley Persia

Can a brand be successful without a logo mark? This is the question I was asked when designing a rebrand for the Osa Conservation.

The Osa Conservation’s mission is to conserve the globally significant biodiversity of Southern Costa Rica by implementing ecosystem stewardship, enhancing scientific understanding, providing education and training, and creating sustainable economic opportunities.

The rebrand has a word mark logo, but otherwise relies on imagery, iconography, and color to translate the brand. In my research, I found that Baby Boomers and Generation Z are most likely to donate to charities, typically those with high income. Other groups more likely to donate include women, employed people, married people, and educated people. Therefore, I decided to target the Baby Boomer Generation. This led to the clean, easily digestible, image-heavy design. I also decided to focus on the Osa Conservation Campus, where tourists can visit Costa Rica and see what it has to offer.

The redesign needed to consider Costa Rica and its culture, while maintaining a sleek look. The star-like shape is based on the traditional Costa Rican Oxcart wheels, which were decorated with intricate designs. The typeface, Montiac, was designed by Fabiola Mejía, a Costa Rican and the creator of Supercontinente. Overall, the design is stylish and clean, but enriched in Costa Rican culture.