AMWRRO
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AMWRRO ✸
The Australian Marine Wildlife Research and Rescue, AMWRRO, is the only organisation in South Australia licensed to rescue, rehabilitate and release all seals, all seabirds and all sea turtles species. They also work in conjunction with state departments to rescue and release dolphins and whales that are found entangled, injured, or beached.
THE BRAND GOAL
For this university project, the brief was to choose an Australian not-for-profit organisation I felt a genuine connection to, and give it a redesign that truly reflects who they are — while also feeling fresh and relevant to modern audiences.
THE SCOPE
Custom Brand Identity Design
Series of Posters
Series of Signage
Series of Stickers
Social Media Campaign
Additional Marketing Materials
THE AESTHETIC
Kind
Passionate
Welcoming
Sea Life
Charming
The Logo
Monash University, Rebranding a Not-for-Profit Project, 2022
For this logo, I wanted the acronym to take centre stage, bold, confident typography paired with the full organisation name in a thinner, more delicate line beneath it, creating a nice contrast between strength and softness.
To bring the marine element to life, I incorporated a dolphin illustration, playfully jumping out of the "O," with its tail cleverly forming the counter of the letter itself. I also chose a soft, lighter blue throughout the design to reflect the ocean and water, a subtle nod that ties the logo back to the organisation's core purpose of protecting and saving marine wildlife.
Primary Logo
Secondary Logo
Favicon Logo
Typographic Logo
The Brand Guidelines
Monash University, Rebranding a Not-for-Profit Project, 2022
This university project involved rebranding AMWRRO, a marine life organisation based in South Australia dedicated to rescuing and rehabilitating injured marine life from Australian waters.
The project went far beyond redesigning the logo — it involved creating a full suite of deliverables tailored to the organisation's needs, including a poster campaign, beach signage, and a range of smaller supporting products, all designed to bring their mission to life visually.
The Poster Campaign
Monash University, Rebranding a Not-for-Profit Project, 2022
The main way AMWRRO connects with the public is through people reaching out about injured or sick marine life in need of help. To help spread awareness of AMWRRO's work, and in turn, support more native wildlife, I designed a poster campaign intended for placement across various beach locations, making it easier for the public to know exactly who to contact and how.
These posters were designed to appear in high-visibility spots commonly found at beaches, such as lifesaving clubs, beach houses, and bins, ensuring they'd be easily seen by beachgoers. The series includes two distinct poster types: general posters acting as a clear call-to-action for anyone who comes across marine life in distress, and species-specific posters offering guidance on how to care for particular types of marine fauna.
Together, this deliverable complements AMWRRO's rebrand beautifully, helping the organisation feel more approachable and friendly, while engaging a wider segment of the public in their mission.
The Online Campaign
Monash University, Rebranding a Not-for-Profit Project, 2022
The online campaign works hand-in-hand with the beach poster campaign, echoing similar visuals and messaging across AMWRRO's social platforms. It features three types of posts: general call-to-action posts for anyone who encounters marine life in need of help, species-specific posts offering guidance on caring for different types of marine fauna, and posts sharing photos of animals actually rescued by AMWRRO, helping raise awareness of the species they regularly work with.
Together, these posts give the organisation another meaningful touchpoint with the public — helping more people become familiar with AMWRRO's work, and ensuring they know exactly how to reach out if they ever need to.
Mockups sourced from Pixeden.
The Beach Signage Campaign
Monash University, Rebranding a Not-for-Profit Project, 2022
As mentioned, the main way AMWRRO connects with the public is through people reaching out about injured or sick marine life. To build on this, permanent beach signage could offer another welcome addition, ensuring key information is always available right where it's needed most, at the very beaches where injured or sick marine life is most commonly found.
Two types of signage were designed for this: one offering general guidance on how to protect and conserve marine life, and another highlighting specific actions to take when a particular species needs assistance. Designed to live permanently at beaches, this signage works hand-in-hand with the poster campaign, helping reach as many people as possible and ultimately supporting the survival of Australia's marine life.
The Sticker Campaign
Monash University, Rebranding a Not-for-Profit Project, 2022
As an additional deliverable, these stickers offer another simple way for people to discover AMWRRO and know exactly who to contact when it matters most. Two types were designed: minimal, straightforward stickers suited to public spaces, and more creative, playful designs intended for personal belongings.
Together, they ensure AMWRRO's contact details are always close at hand, whether spotted in a public setting or carried along on something someone owns — making it that much easier to reach out the moment help is needed.