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“Put the right letters together and make a better day”

(Prince)

Elephant Steps

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Elephant Steps 
Non-Profit
2018

Brand Identity
Art Direction

Elephant Steps is a Non-Profit Organization established by a group of animal experts and caretakers, driven by a deep passion for wildlife, who joined together to create optimal living conditions for zoo animals in Israel. The story of Yossi - the 7-ton African elephant - inspired a direct, strong and recognizable brand.

Meet Yossi

Yossi is a 43 years old African elephant, born and raised in the Ramat Gan Zoo. At 7 Tons and 3.7 Meters high - Yossi is the world's largest zoo elephant. But Yossi's living conditions do not fit his needs. Yossi needs an area 10 times larger than his current, out-dated living space. Yossi's story and his resilient spirit inspired Gali Berkovich (Yossi's trainer and care-taker for the past 10 years) to establish Elephant Steps and to make Yossi their flagship project.

The Visual Language

We created a brand mark that reads 'elephant' on two levels: an illustrated elephant and the Hebrew word for elephant (Pil, פיל). Derived from Yossi's need for extra space, the typographic language was designed to occupy large amounts of space in order to make a bold statement and inspire action.