THE RIGHT PLACE AT THE RIGHT TIME
A Marine Mammal Care Center Rebrand Case Study
On the original grounds of the original Marineland in Los Angeles is the Marine Mammal Care center of Los Angeles. In 2018 I started volunteering in-house and then in 2019 the business was fiscally in trouble and needed help.
They hired all new staff and so I pitched the idea of a rebrand that I would lead and design. I was in the right place at the right time because they said “Yes!”
My role was as a branding and graphic design volunteer who got the opportunity to reinvent a whole non-profit look from strategy to execution. I worked with the new President and the new board of Directors, in 2019 .We were trying to get the non-profit out of debt. I created most early projects to save the non-profit.
Getting back on our feet and fundraising for a million dollars was the first step. I was able to watch an amazing team rush to save the MMCC and we did it!
While we were in reactionary mode, I was getting the tone and manner down. I created mood boards for two divisions. One was more adult with black and white photography with celebrity supporter photography and one more kid-friendly with bright colors and cute photos of seals. We all wanted that Southern California surfer and sunset vibe but also taking inspiration from the original logo.
After that was defined, I went on to create all of the assets you see today. Most I created myself and now there is a team that does rollout to the website and the social media.
I like to think I had a part in saving such an iconic and needed non-profit in this community.
I created the brand guide and shared it with the Marketing Director. It has over the years been adjusted and updated, as needed.
My most recent project is creating the 30th anniversary logo and fun face cut outs for kids to take pictures onsite.
I like to think I had a part in saving such an iconic and needed non-profit in this community.
Like I said, I was in the right place at the right time. As they continue in their success, I know I can help them continue to grow and prosper.
