Document Design
Colorado Wolf and Wildlife Center Style Guide
Designed a comprehensive brand and content style guide for the Colorado Wolf and Wildlife Center — a nonprofit dedicated to the rescue, rehabilitation, and conservation of wolves, coyotes, and foxes. The guide establishes visual standards, tone of voice, content guidelines, and platform-specific templates to ensure consistent, mission-aligned communication across all digital channels.
Project Objectives
- Establish a consistent brand identity across all CWWC digital platforms
- Define tone, voice, and audience guidelines for content creators and volunteers
- Document visual standards including color palette, typography, and logo usage
- Create platform-specific templates for Instagram and Facebook
- Provide actionable writing and photo guidelines to support mission-driven content
About the Organization
The Colorado Wolf and Wildlife Center is a nonprofit organization focused on the rescue, rehabilitation, and conservation of wolves, coyotes, and foxes. Its mission extends beyond providing sanctuary — the center is deeply committed to raising public awareness about the vital role these species play in maintaining healthy ecosystems.
Through educational outreach, hands-on experiences, and guided tours, the center provides an opportunity for the public to engage with these animals and learn about their natural behaviors, habitats, and conservation needs. All content produced for the center must consistently reflect these values.
Brand Identity
The CWWC's identity is grounded in a deep reverence for wolves, coyotes, and foxes — emphasizing their role as keystone species in maintaining ecological balance. The brand should inspire awe, protection, and respect, reinforcing the mission of rescue and rehabilitation across every touchpoint.
Tone & Voice
Content must be educational, respectful, and inspiring — maintaining clarity and professionalism while remaining accessible and engaging. The voice should be confident without being forceful, and urgency around conservation issues should motivate positive action rather than cause fear.
Educational
Inform without jargon. Make complex conservation topics accessible to all audiences.
Inspiring
Move people to act — through donations, tours, or simply sharing the mission.
Trustworthy
Knowledgeable and consistent. Audiences should feel confident in the information provided.
Empathetic
Connect emotionally with wildlife lovers and conservation advocates.
Urgent
Convey the importance of conservation issues without causing fear or discouragement.
Community-Driven
Invite supporters to be active participants, not just observers, in the mission.
Audience
Primary audiences include eco-tourists, animal lovers, potential donors, and educators — with a target age range of 18–65. These individuals are passionate about wildlife conservation and the environment. Content should connect both emotionally and intellectually, appealing to their values and desire to make a positive impact.
Visual Standards
Color Palette
The CWWC color palette focuses on nature-inspired, visually cohesive tones. This palette must be applied consistently across all materials to reinforce brand identity.
Licorice
#1E191A
White
#FEFEFE
French Violet
#7D16D8
Shamrock Green
#05955A
Navy (Brand)
#1F3D6B
Typography
The CWWC uses the Oswald Medium font family for headers, with sans-serif as a fallback. General body typography uses Signika or Tahoma. The logo features a unique hand-drawn font that must always be used in its original form — never altered or substituted.
Logo Usage
The CWWC logo must always be displayed prominently and never distorted or altered. Maintain clear space around the logo at all times. Use the full-color version wherever possible. On dark backgrounds, use white as a balancer to ensure visibility and legibility.
Platform Templates & Specs
The guide includes platform-specific templates and technical specifications for both Instagram and Facebook to ensure visual consistency across all social media content.
Role: Visual storytelling. Cadence: 2–3x/week.
- Profile Picture 100 × 100 px
- Square Image 1080 × 1080 px
- Landscape Image 1080 × 566 px
- Portrait Image 1080 × 1350 px
- Stories 1080 × 1920 px
Role: Community building. Cadence: 2–5x/week.
- Profile Picture 400 × 400 px
- Cover Photo 1125 × 633 px
- Image Post 1200 × 633 px
- Event Images 1920 × 1005 px
- Ad (Single) 1200 × 628 px
Final Deliverable
Colorado Wolf and Wildlife Center — Brand Style Guide
Format
10-Page PDF Style Guide
Sections
Brand Identity, Content Guidelines, Visual Standards, Templates
Platforms Covered
Instagram & Facebook
Outcomes
The completed style guide gives CWWC staff and volunteers a clear, comprehensive reference for producing consistent, mission-aligned content across all digital platforms — reducing guesswork and ensuring the brand remains recognizable and trustworthy regardless of who creates the content.