Tula
Brand Identity
Tula trains those closest to ecological collapse to become the conservationists who prevent it. I led a cross-Residence initiative (BUCK +WILD+Creative Lives In Progress) to give the conservation training nonprofit a new name, mission, and visual identity built to scale beyond its pilot program in Kampala, Uganda.
Environmental collapse and human exploitation are one crisis.
When land, water, and food systems come under pressure, people are pushed to move, take risks, or accept unsafe work. Biodiversity is disappearing faster than anyone can catalog it, and the credential to survey it takes 5+ years and a graduate degree. Tula closes this gap by training those most affected by biodiversity loss to become credentialed para-conservationists.
The nonprofit came to us as SSBI, Survivors Saving Biodiversity Initiative. We built the new Tula brand to scale beyond its pilot program in Kampala, Uganda, from strategy to launch in six weeks.
Environmental collapse and human exploitation are one crisis.
When land, water, and food systems come under pressure, people are pushed to move, take risks, or accept unsafe work. Biodiversity is disappearing faster than anyone can catalog it, and the credential to survey it takes 5+ years and a graduate degree. Tula closes this gap by training those most affected by biodiversity loss to become credentialed para-conservationists.
The nonprofit came to us as SSBI, Survivors Saving Biodiversity Initiative. We built the new Tula brand to scale beyond its pilot program in Kampala, Uganda, from strategy to launch in six weeks.
Environmental collapse and human exploitation are one crisis.
When land, water, and food systems come under pressure, people are pushed to move, take risks, or accept unsafe work. Biodiversity is disappearing faster than anyone can catalog it, and the credential to survey it takes 5+ years and a graduate degree. Tula closes this gap by training those most affected by biodiversity loss to become credentialed para-conservationists.
The nonprofit came to us as SSBI, Survivors Saving Biodiversity Initiative. We built the new Tula brand to scale beyond its pilot program in Kampala, Uganda, from strategy to launch in six weeks.
Tula gave the organization a name to grow into, and we wrote the mission to match: transform those closest to ecological collapse into the conservationists who prevent it.
The positioning reinforces Tula’s thesis that no one is better equipped to protect a region than the people who already call it home. Local conservationists understand environmental change not as theory but as lived experience. Paired with rigorous scientific training, that knowledge becomes a credential and a career. Six months of training against the five-plus years a master's demands, producing field technicians who fill the gap between citizen scientists and professional researchers.
From there, we clearly articulated Tula’s distinctive model and value proposition across donor and employer decks, the website, and collateral.
Tula gave the organization a name to grow into, and we wrote the mission to match: transform those closest to ecological collapse into the conservationists who prevent it.
The positioning reinforces Tula’s thesis that no one is better equipped to protect a region than the people who already call it home. Local conservationists understand environmental change not as theory but as lived experience. Paired with rigorous scientific training, that knowledge becomes a credential and a career. Six months of training against the five-plus years a master's demands, producing field technicians who fill the gap between citizen scientists and professional researchers.
From there, we clearly articulated Tula’s distinctive model and value proposition across donor and employer decks, the website, and collateral.
Tula gave the organization a name to grow into, and we wrote the mission to match: transform those closest to ecological collapse into the conservationists who prevent it.
The positioning reinforces Tula’s thesis that no one is better equipped to protect a region than the people who already call it home. Local conservationists understand environmental change not as theory but as lived experience. Paired with rigorous scientific training, that knowledge becomes a credential and a career. Six months of training against the five-plus years a master's demands, producing field technicians who fill the gap between citizen scientists and professional researchers.
From there, we clearly articulated Tula’s distinctive model and value proposition across donor and employer decks, the website, and collateral.
The Tula logo and symbol assemble individual data points into a catalytic spark.
The geometric grid of the mark builds every layout in the system, making the underlying structure visible and interconnected. Every frame works to connect land and people, with. topographic motifs amplifying the connecting points. At survey scale they read as terrain, the landscapes where the fieldwork happens, and pulled in close they read as fingerprints. Vibrant color, documentary photography, and a branded data vis system give Tula distinctive tools with one cohesive visual language.
The Tula logo and symbol assemble individual data points into a catalytic spark.
The geometric grid of the mark builds every layout in the system, making the underlying structure visible and interconnected. Every frame works to connect land and people, with. topographic motifs amplifying the connecting points. At survey scale they read as terrain, the landscapes where the fieldwork happens, and pulled in close they read as fingerprints. Vibrant color, documentary photography, and a branded data vis system give Tula distinctive tools with one cohesive visual language.
The Tula logo and symbol assemble individual data points into a catalytic spark.
The geometric grid of the mark builds every layout in the system, making the underlying structure visible and interconnected. Every frame works to connect land and people, with. topographic motifs amplifying the connecting points. At survey scale they read as terrain, the landscapes where the fieldwork happens, and pulled in close they read as fingerprints. Vibrant color, documentary photography, and a branded data vis system give Tula distinctive tools with one cohesive visual language.
Tula's thesis is that expertise should be built where the work happens rather than imported.
We ran the engagement on the same principle. This was a cross-Residence initiative: BUCK led strategy and design, Creative Lives in Progress brought emerging designers onto the core team, and Wild built and shipped the site. We’re proud that this work aligns our B-Corp impact missions for both Residence and BUCK.
Tula's first cohort graduates this year. Every graduate has already been hired as a para-conservationist at Ziwa Rhino and Wildlife Ranch.
Tula's thesis is that expertise should be built where the work happens rather than imported.
We ran the engagement on the same principle. This was a cross-Residence initiative: BUCK led strategy and design, Creative Lives in Progress brought emerging designers onto the core team, and Wild built and shipped the site. We’re proud that this work aligns our B-Corp impact missions for both Residence and BUCK.
Tula's first cohort graduates this year. Every graduate has already been hired as a para-conservationist at Ziwa Rhino and Wildlife Ranch.
Tula's thesis is that expertise should be built where the work happens rather than imported.
We ran the engagement on the same principle. This was a cross-Residence initiative: BUCK led strategy and design, Creative Lives in Progress brought emerging designers onto the core team, and Wild built and shipped the site. We’re proud that this work aligns our B-Corp impact missions for both Residence and BUCK.
Tula's first cohort graduates this year. Every graduate has already been hired as a para-conservationist at Ziwa Rhino and Wildlife Ranch.
Credits
BUCK
Executive Producer, Kim Stephens
Head of Production, Kevin Hall
Alex Moulton, Group Creative Director/CD
Sam Lee, Art Director
Asia Hunt, Lead Strategist
Piyush Bhagat, Strategy Apprentice
Tonia Zhang, Designer
Denzel Boyd, Designer
Brooke Kessler, Copywriter
Residence
Ben Langseld, Chief Creative Officer
Daniell Phillips, Director, Brand Partnerships
WILD
Jake Dougherty, Project Manager
Eva Landaluce, Creative Lead
David Hidalgo, Designer
Creative Lives In Progress
Alex Bec, Co-Founder
Credits
BUCK
Executive Producer, Kim Stephens
Head of Production, Kevin Hall
Alex Moulton, Group Creative Director/CD
Sam Lee, Art Director
Asia Hunt, Lead Strategist
Piyush Bhagat, Strategy Apprentice
Tonia Zhang, Designer
Denzel Boyd, Designer
Brooke Kessler, Copywriter
Residence
Ben Langseld, Chief Creative Officer
Daniell Phillips, Director, Brand Partnerships
WILD
Jake Dougherty, Project Manager
Eva Landaluce, Creative Lead
David Hidalgo, Designer
Creative Lives In Progress
Alex Bec, Co-Founder
Credits
BUCK
Executive Producer, Kim Stephens
Head of Production, Kevin Hall
Alex Moulton, Group Creative Director/CD
Sam Lee, Art Director
Asia Hunt, Lead Strategist
Piyush Bhagat, Strategy Apprentice
Tonia Zhang, Designer
Denzel Boyd, Designer
Brooke Kessler, Copywriter
Residence
Ben Langseld, Chief Creative Officer
Daniell Phillips, Director, Brand Partnerships
WILD
Jake Dougherty, Project Manager
Eva Landaluce, Creative Lead
David Hidalgo, Designer
Creative Lives In Progress
Alex Bec, Co-Founder