Save the Snowy Plover is a Public Service Announcement campaign in Santa Monica to save the species from extinction.

It hopes to bring awareness to the Santa Monica community that their habits are rapidly declining the population of the bird. This campaign is rooted in a local coffee shop’s efforts to spread information on the Snowy Plover and what efforts can be done to protect it.

The production of the campaign includes a coffee sleeve, exclusive coffee menu, posters, a complimentary tote, and an informational brochure which folds out into a poster.

The brand identity is driven by the shape and texture of the Snowy Plover Egg, the main icon being the bird inside of the egg. The spots are the pattern on the bird egg. It is complimented with a Decorative typeface that pairs well with the artistic feel of the identity.