Conservation International’s mission is to conserve earth’s living heritage—our global biodiversity-and to demonstrate that human societies are able to live harmoniously with nature.

The CI “Lost There, Felt Here” identity became the symbol for deforestation- A one-acre square that represents every acre of forest removed from the planet. With the help of Harrison Ford, we created a powerful PSA representing the pain felt by the loss of a square acre. A website asking humans to help save an acre of forest was also created to inform and get people to take action. The graphics even extended into eco-friendly apparel.

The full Conservation International re-branding campaign received a large amount of attention, including mention at a Conservation International press conference in Barcelona, which promoted the message that forest protection is an essential part of the climate-change solution. T-shirts bearing the new logo were passed out to conference participants, international scientists and academics, NGO representatives, government representatives and students. This further spread the message amongst a varying number of industries and professions.