Role: Regional Coordinator
Location: Puget Sound Region
Orca Recovery Day is an annual volunteer and education campaign launched by the Puget Sound Conservation Districts in 2018 to inspire community action for the endangered Southern Resident orcas.
When I assumed regional coordination in 2023, the campaign relied heavily on urgent “act now” messaging that had become less effective at engaging returning volunteers and inspiring new participants.
Research & Strategy
Working with a committee of outreach specialists from conservation districts across Puget Sound, we analyzed partner events, volunteer demographics, and participant motivations. Our research revealed that people were driven less by urgency and more by three core themes:
- Legacy
- Family
- Sense of place
These insights became the foundation for a refreshed messaging strategy that connected conservation work to personal identity and community.
My Role
I translated our research into a cohesive campaign that could be adopted by partner organizations across the region. As the regional coordinator and web designer, my work entailed:
- Redesigned the regional event website around the new messaging framework.
- Developed shared messaging guidelines and a campaign one-sheet for partners.
- Created social media assets that could be adapted across multiple organizations while maintaining a consistent regional identity.
The visual identity pairs bold orange and yellow with clean sans-serif typography and a hand-drawn accent font, reinforcing the campaign’s optimistic, grassroots spirit.
Outcome
Within a few weeks, our committee established a new brand direction, launched updated campaign materials, and equipped partners with flexible outreach tools that continue to provide a foundation for future Orca Recovery Day campaigns.
The materials featured here are from 2023-2026.
Traditional Outreach
Including digital media, I am responsible for creating physical outreach materials for partners.
