The biggest number of experts. The most precise data. The understanding to save our complex ecosystems.

Save Our Species (SOS) had it all.

Yet they couldn’t convince people to donate to their cause because nobody really understood what they were doing – or why.

Species conservation is a highly complex subject and it’s hard to understand which key species to prioritize to avoid irreversible damage on our ecosystems in the long-term.

But that’s a complicated story to tell to get donations.

To raise funds, we needed to clarify this story – and simply explain why saving species is crucial to us, humans.

For SOS, nature is a system in which every species coexists. When one becomes endangered the whole system is at risk. And so are we.

We turned their vision of conservation into a self-explanatory metaphor: the domino effect. We used this metaphor to create intriguing posters and told the story of species extinction that would ultimately lead to our own extinction to create a compelling call for action.

With a simple visualization, our brand drives our audiences to take action to keep nature standing.

SOS had a very limited budget, with no room for big storytelling campaigns. To raise funds, we needed to make their communications impactful at the lowest cost possible.

We created visually arresting and intriguing posters that invite people to get engaged with our message and to act to keep dominos standing and to keep the fragile beauty of our world intact.

The domino chain on the verge of falling reinforces the idea that we can all act to change the outcome and, ultimately, Save Our Species.

The posters were part of a broader brand identity refresh, that was well received by the International Union for Conservation of Nature (IUCN), the most influent conservation organization. IUCN Global Communications Director, Ricardo Tejada, has described the idea as “a stroke of genius, telling the whole story in one sight.”

Since the launch of it new identity, SOS managed to secure $19 million from the European Union, develop further partnerships with Lacoste, Kering and Ikea and create a capsule collection with Coq en Pâte, an ethical kids fashion brand.