Repositioning Colossal to rally humanity to protect the future of all life.
The Challenge and Task
Colossal’s brand must evolve to match its ambitious vision and emerging leadership in conservation, innovation, and sustainability. The goal is to craft a compelling narrative that positions Colossal as the definitive voice in genetic restoration and ecological repair. Through strategic messaging, emotive storytelling, and thoughtful design, this rebrand would ensure public trust, resonating across audiences, and driving long-term stewardship for the animals.
What I Did
Research & Analysis
Brand Strategy
Brand Identity
Brand Expressions
The Outcome
A cohesive brand system that transforms Colossal from a biotech spectacle into a trusted conservation leader. Through strategy, narrative, and visual identity, the new brand deepens understanding, builds emotional resonance, and inspires global care for the species returning to Earth.
This rebranding project was executed under the guidance of Liisa Puolakka and Rodrigo Castaneda | ArtCenter College of Design | Course: Branding Studio 2
Research & Analysis
Climate change, collaborative governance, and public engagement are driving forces behind Colossal’s work, shaping both the urgency of rewilding and the partnerships needed to make it possible.
Macro Trends
Trophic Cascade
Reintroducing wolves to Yellowstone in 1995 set off a trophic cascade: elk reoriented, plants regrew, beavers built dams, fish surged, and wildlife flourished. One keystone species reshaped the ecosystem, showing how rebalancing nature can help fight climate change.
Public Engagement Landscape
Mapping how organizations connect with the public helped define Colossal’s future positioning and ambition.
Brand Strategy
Strategy Framework
Values
Positioning
Colossal is the de-extinctor bringing the past back to life to restore our planet’s ecosystems.
Ambition
By 2030, be a universally-known name that inspires global stewardship of life — past, present, and future.
Purpose
To rally humanity to protect the future of all life.
Future Brand Story
Brand Identity
CURRENT LOGO
PROPOSED LOGO
COLORS AND ICONOGRAPHY
Brand Expressions
STEWARDS RECEIVE EXCLUSIVE ACCESS TO TRACK AND OFFER SUPPORT OF REWILDED ANIMALS.
Colossal is a branded house with several verticals,
each advancing the comeback story from a different angle.
Brand Vertical:
Colossal (Science & Innovation)
Audience: Scientists, conservationists, science media, mission-driven public
Value Proposition: We bring extinct species back to life, to rescue our planet’s future.
TYPEFACE: “GUARDIAN”
Brand Vertical:
Colossal Protect™ (Conservation & Advocacy)
Audience: Wildlife advocates, educators, global stewards
Value Proposition: We can bring them back, but only the world can keep them safe. This is our collective responsibility.
TYPEFACE: “RESURGE”
