Case Study
Analytics Lab
at conservation science partners
Conservation Science Partners is a leading NGO providing advanced quantitative research and planning services for conservation-oriented projects. As the scale of the environmental challenges we face has rapidly increased, so has the computational power available to understand and analyze those challenges. Constant innovation is core to CSP’s DNA, so they spun up a new lab to change the way conservation science works. They reached out to Dearborn Strategies to develop a brand strategy, identity, and message platform to communicate clearly about what they do.
TEAM
Design: Flight Design
The Analytics Lab style guide includes key attributes, brand positioning, and new identity guidelines.
The new brand identity for the Analytics Lab weaves together their commitment to science with integrity and their cutting edge and punk DNA.
Pages from the Analytics Lab brand book
OUR ROLE
Services
& Outcomes
Brand Research
We dove deep to understand the core DNA of Conservation Science Partners, the strategy of their new Analytics Lab, and the perspectives of their audiences through a thorough document review, stakeholder interviews, and a staff discovery workshop.
Brand architecture
Brand architecture was a foundational component of the new Analytics Lab’s brand strategy. The relationship to CSP was critical to the Analytics Lab’s success, but it was also important to carve out a new space to allow the Analytics Lab to take on projects outside the current scope of CSP. We defined an architecture that made the relationship between the entities clear but positioned Analytics Lab as a standalone brand.
Brand Strategy and Messaging
We defined a core essence and brand positioning for the Analytics Lab rooted in their commitment to integrity, from science to applications of artificial intelligence to community engagement. We also identified brand pillars that helped to further differentiate the Analytics Lab in a rapidly growing field. We expanded their strategy to a full suite of brand messaging, including a new tagline, Good Science, At Scale.
Brand Identity
Inspired by the Analytics Lab’s new brand strategy, we created their overall look and feel. The icon was developed to signify the way they bridge computational analysis and traditional science approaches. The unique color palette echoes elements of the core CSP brand, integrates colors from the natural environment, and also incorporates unexpected elements to represent the Analytics Lab’s innovative, punk DNA.
Website DESIGN and content
We designed the core pages of a new microsite that the Analytics Lab launched in a matter of weeks. This design sprint included core messaging to explain the key elements of their work, and case studies to show their work in action.
The new Analytics Lab microsite was developed in a design sprint to be ready for the launch of a collaborative project with Microsoft’s AI for Earth initiative.
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