Butterfly World

Redesign + Ad Campaign

Project Brief

The Butterfly World Redesign + Ad Campaign project goes about creating a more modern but family friendly identity for the largest butterfly conservatory in the world. In addition to that, developing a campaign of advertisements that encapsulates the BBB philosophy (Bring Back the Butterflies).

For additional context, the first half of the project focuses on conducting an extensive research on company background, target markets, vibe, mood, visuals, and other base information as a group. For this part I was grouped up with B. Lopez and J. Perry.

Client

Ronald Boender - Founder of Butterfly World

Timeframe

February 4, 2023 - April 24, 2023 (11 weeks)

Tools

Adobe Illustrator, Photoshop, and InDesign
Figma prototyping for website home page
Google Sheets for presentation

Deliverables

Week 1 through 3 - Research (Background, Target Market, Vibe, Mood Boards, Demographics)
Week 4 - Group presentation
Week 5 - Branding (color palette, logo)
Week 6 - Stationery (business card, letterhead, envelope
Week 7 - Environmental Signage
Week 8 - Visitor Guide
Week 9 - Ad Campaign Concepts
Week 10 - Composition of website Home Page redesign
Week 11 - Client Presentation

Problem

The lacking amount of physical and digital traffic Butterfly World is presented with was worrisome. On top of its visual and accessibility aspects, there is a failed connection with their audience as there is no factor that keeps potential regular consumers hooked on this company.

Although their website does indicate there are learning programs directed primarily towards children to learn more about how to help save the caterpillar environment, they do not seem to promote them. In addition to that, most important information is well hidden within their website , which is rather difficult for most users to understand at first glance.

Goal

Most of this absent interactivity traces back to the fact that their website and social media do not display a concrete brand, nor a concept that could persuade people to keep looking after this company and their goals. In order to fix this issue, it is important for Butterfly World to have a solid identity which displays their concern for caterpillar survival.

Additionally, an attractive home page, and advertising that promotes their ideals and campaign. It was decided then that the best way to tackle the issue at hand was rebranding the company as a whole.

RESEARCH

Background

Butterfly World is the world’s largest butterfly conservatory with over 20k butterflies residing in it. They are fully dedicated to their Bring Back the Butterflies philosophy which encompasses the idea of restoring caterpillar habitats so that these can grow into healthy, beautiful butterflies.

Vibe

Family-oriented
Educational
Friendly
Colorful
Organic

Demographics

Children (3-11 years old)
Parents and Guardians (14% male, 86% female)
Elementary and Middle School teachers/professors

Target Market

Parents and Guardians of children 3 years old and up
Teachers looking for educational school trip opportunities

Personas

Our two main personas consist of a mother and a middle school biology professor both interested in bringing joy and education to the children at their care.

REBRANDING PROCESS

Color Palette

Once the brand vibe was clear, I began the redesigning process by choosing a vibrant, yet educational color palette that could be easily identified by children and associated with learning. For this reason, my primary color options were blue (which can be associated wih calmness), a bright green (which resembles kindness and represents the nature), and yellow (of course, happiness but also focus).

Sketching

I then began the sketching process to make sure I had a logo that represented the main attraction and Butterfly World’s mission recovering caterpillar habitats.

Final Logo

As you may have noticed already, thumbnail #15 was the winner as it was perfectly balanced between the abstract and a more literal meaning. This logo is composed by a caterpillar (the root of butterflies), within a blue circle with two leaves portruding out of it, representing the caterpillar’s habitat, and the outline of its future wings.

STATIONERY

Business Card, Letterhead and Envelope

For commercial supplies it was of upmost importance to align them to the brand by implementing the new logo, colors, and other organic icons that would become part of it.

Butterfly World associate Business Card mockup.

The front of the business card displays a colorful and attractive cover to call the attention of others, while the back is simple and has lots of space. Similarly, the envelope and letterhead have a colorful section, while the rest of it allows for users to rest their eyes on the important information.

OTHER BRANDING ELEMENTS

Environmental Signage, Visitor Guide, and Seed Packets

Now that we covered the external use items, we cover branding elements that will be within the park itself. Environmental signage indicates visitors with directions to the nearest locations on the conservatory according to their position. The visitor guide is much more expansive, using icons and color-coding areas while displaying a legend to the left allowing for customers to have a better idea of where to go next. The seed packets on the other hand are more of a label -- specifically one made to identify their products and what they contain.

Four images displaying different mockups pertaining to Butterfly World's branding. The top left being an environmental poster showing the guests where to go. The top right a map serving as a guide. The bottom left yet another environmental poster, this time for the entrance of the park. And the last being that of a seed packet used as a promotional item.

Ad Campaign (Physical and Mobile)

As mentioned earlier, the ad campaign was brainstormed around the Bring Back the Butterflies campaign and the educational benefits of visiting Butterfly World. I achieved this by promoting the services (gardening lessons) on print -- billboards and posters, and the product (seed packets) on social media.

Mockup of a Butterfly World ad on a bus stop sign.

Mockup of a Butterfly World Ad on a Billboard.

Advertisement promoting the seed packets provided by Butterfly World.

Mockup displaying a Butterfly World ad posted on Instagram.

Website Home Page

For the website Home Page Redesign I went with a more spacious design, centering all the important content and color coding everything according to the palette. In addition, I included imagery and elements that align with the brand.

Mockup displaying how the top of the Butterfly World home page would look on a laptop.

Mockup displaying how the Butterfly World Website would look on a laptop.

GO TO PROTOTYPE

High fidelity wireframe of the Butterfly World website home page.

Feedback

Website Spacing - An issue which all professors reviewing this work spotted was the heavy amount of space on the website home page. Although the rest of the branding is quite spacious, the issue seems to be particularly with the content being too centered, leading being tight and the font size being noticeably small.

Visitor Map - The Visitor Guide/Map is the one piece of printed content that does not seem to align all that well with the rest of Butterfly World’s rebranding. It does follow along with the use of simple iconography and color codes every section. However, the cover and border is composed of a green and blue gradient. This was not part of the branding design and needs further improvement.
He did mention the 3D render option on Illustrator was probably not the best to portray my paperweights (the Ferris wheel and roller coaster cart). Perhaps I could try using Blender next.

Results

Butterfly World is one of my most complete projects given that it falls under both print and interaction design. Even though there were visible mistakes and tweaks that need to be fixed, I believe it has helped me with other projects which also rely on rebranding and structuring everything from zero.