FAUNATIONTHE NATION FIGHTING AGAINST THE ILLEGAL TRADE OF THE AMAZONIAN WILDLIFE

Cecilia Bissoli

415 342-8119

www.thefaunation.com

cecilia@thefaunation.com

TAbLE OF cONTENTS

What are We talking about?

Frighting scenario 09

Traffic routes 10

hoW can We fix this?

Caring nation 14

Following the path 16

Inspiring venue 18

Tools for the change 22

Emotional connection 24

Outlining sources 26

Time Management 28

Successful habits 31

Possible futures 32

Moving forward 34

Life story 37

04

The AmAzon RAinfoResT is home To ThousAnds of Ani-

mAl species, one-ThiRd of All species in The woRld,

mAking iT A biodiveRsiTy hoTspoT.

05

According to only 1 out of 10 animals poached from the Amazon forest survives.

renctas*According to only 1 out of 10 animals poached from the Amazon forest survives.

* Br

azili

an n

etwo

rk t

o co

mbat

the

wild

ani

mals

tra

ffick

ing

FRIGHTING ScENARIO

There is a bustling world wide market for wild animals. but there are two big reasons why buying an exotic pet is a bad idea. for one thing, they are almost always endangered species. it is generally illegal to own endangered species, and most people do not have the training that it would take to keep them alive and healthy. no matter how good the intentions of buyers, the results are almost tragic.

The other reason why people should never buy an exotic animal is the persons who capture and deal with such animals are almost never pro-fessional animal handlers. This also contributes to an extraordinarily high mortality rate for the creatures that get into the worldwide animal black market. As traffickers try to conceal or hide the animals, it often means the creatures are transported in ways that are detrimental to their welfare, packed in very small areas resulting in injury or suffocation.

The remote borders at Amazon forest are ideal places for traffickers to export wild animals. The wildlife passes into the hands of middlemen; higher up in the trade chain are traffickers, with connections abroad. Research has shown that sometimes traffickers trade wildlife through zoos or breeding institutions which provide them false license attesting the animals were born in captivity which enables them to be exported. wildlife is then exported to the u.s. and europe, through major harbours and airports.

09

AMAZON FOREST BRAZIL

USA

10

Source of wildlife

Outflow areas

Major consumers

Animals like, lizards, otters, jaguars, turtles, macaws, parrots, mon-keys, and frogs, are capture on brazilian Amazon forest and trans-ported illegally to other south-American countries. There those animals receive counterfeited documents, and then, exported to usA and europe.

TRAFFIc ROuTES

11

Every year some 38 million specimens are poached from nature...

Every year some 38 million specimens are poached from nature...

... and most of them are endangered species.

cARING NATION

currently, the international trafficking in wild animals is the third big-gest criminal activity in the world, yet few people know its scope or understand its consequences. The outcome for the animals are obvious, but this complex issue also affects the native people and also people from the final destination of them.

The nonprofit organization faunation will be created to help to bring an end to the illegal trade in wild animals captured in the Amazon rain for-est. To combat this devastation of the Amazon’s natural environment, faunation will target its communication efforts to reach American pre-teens, teenagers, and their parents and teachers. The objective is to show them that they need to consider several factor before making the decision of buying an exotic pet.

Through collaboration with different organizations, both brazilian and American, we seek to develop an education program for the audience.

it will partner with the california Academy of science in san francisco’s golden gate park utilizing the Academy’s world famous rain forest resources to stage an event scheduled for the fall of 2012 that will:

• bring public attention to this urgent problem;

• create strategies for action;

• raise funds dedicated to prevention of criminal activity and protection of wildlife.

14

FOLLOWING THE pATH

stop the illegal trade of amazonian Wildlife in the united states

INCREASE ThE vISIBILITy OF ThE ISSUE, ThE ORgANIZA-TION, ANd ITS INITIATIvES

INCREASE ORgANIZATION’S MEMBERShIPS

dECREASE NUMBER OF SELLINg PLACES

16

Produce awareness and fund-raising materials as well as advertisement

Create an identity that serve as the face of the organization

Create and promote events to make teenagers engage

Created printed materials to support the events

give incentives for members to participate on the initiatives

Create a network that allows to denounce suspicious activities

Advocate to change legislation about wild animals sale

Publicise all the initiatives

Book on the organization, mailer, posters and ads.Brand standards guide and identity system.

Exposition design, collateral products, awareness campaign and Web site.

Web site, collateral materials and book.

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18

The california academy of sciences is among the largest museums of natural history in the world. it’s main attraction is an indoor rainforest.

The rainforest is contained within a spectacular 90-foot diameter glass dome. it’s the largest spherical rainforest exhibit in the world. visitors can follow a spiraling path up through the exhibit, experience what it’s like to actually walk in a real rainforest. Temperatures are maintained at 82-85 degrees fahrenheit, and humidity is maintained at 75% or above using a unique misting system.

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INSpIRING vENuE

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AN INTERACTIVE EXHIBITION COMBINED WITH SOME POSTERS AND VIDEOS.

POSTERS PROMOTING THE CAUSE AND THE EXHIBITION.

INTERACTIVE WEBSITE PROVIDING A PREVIOUS VIEW OF THE EXHIBITION, AND ACCESS TO DEEPER INFORMATION.

SET OF PROMOTIONAL ITEMS TO PROMOTE THE CAUSE AND THE EXHIBIT, SUCH AS T-SHIRTS, ECO-BAGS, WATER BOTTLES, POSTCARDS, STICKERS, CATALOGS, INVITATIONS, AND MORE.

BOOK EXPLAINING THE PROCESS, AND SUMMARIZING THE RESEARCH.

23

The final result of my project will be a event to experience the visualiza-tion of the illegal Amazonian wildlife Trafficking from a variety of angles. This exhibition will enable people to see the issue from a large number of perspectives. it will show people how the scheme works and also it will make an emotional connection with them by putting them on a dif-ferent environment. it will encourage people to take an action.

in the entrance, the visitor will see an informational display with exhibi-tion’s infographic details, and an interactive station with computers. by entering in the rainforest the visitor will experience an audiovisual immersion in the wild animals habitat. A little shop in the basement level will offer products that relate to the project and it will also receive donations to the cause.

AN INTERACTIVE EXHIBITION COMBINED WITH SOME POSTERS AND VIDEOS.

POSTERS PROMOTING THE CAUSE AND THE EXHIBITION.

INTERACTIVE WEBSITE PROVIDING A PREVIOUS VIEW OF THE EXHIBITION, AND ACCESS TO DEEPER INFORMATION.

SET OF PROMOTIONAL ITEMS TO PROMOTE THE CAUSE AND THE EXHIBIT, SUCH AS T-SHIRTS, ECO-BAGS, WATER BOTTLES, POSTCARDS, STICKERS, CATALOGS, INVITATIONS, AND MORE.

BOOK EXPLAINING THE PROCESS, AND SUMMARIZING THE RESEARCH.

TOOLS FOR THE cHANGE

24

The faunation’s logo will also play an important role on reaching the objective. it will have three different versions, each one representing the 3 species of the most trafficked animals: birds, mammals, and reptiles. The objective is to make the audience immediately make a connection with those animals when they see the logo.

emotional connection is a powerful way to link the heart of the audience with the soul of the organization. This connection is the degree to which people will care about the cause beyond its rational attributes. it is more psychological than logical and more unconscious than conscious. Above all, emotional connection can make a big impact on the project.

The primary logo will be the related with the birds, the secondary related to mammals, and the tertiary one to reptiles.

EMOTIONAL cONNEcTION

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FAUNATIONTHE NATION FIGHTING AGAINST THE ILLEGAL TRADE OF THE AMAZONIAN WILDLIFE

FAUNATION

FAUNATION

OuTLINING SOuRcES

Written content

The final book will have at least 100 pages with a 10,000-words text approximately and 50–75 photos.

The information will come from several sources. most of the informa-tion about the traffic will came from brazilian nonprofit organizations. information about the American market will came from specialists on the area at the berkeley university and also from a literature review. i will write the content based on all those sources, and i will also use guest writers.

Images

The images will feature three types of content, wild animals from the Amazon forest, teenagers interacting with some of those animals in

26

their natural environment, and animals in a recovery center. The source of those images will be a combination of my own photographs when vis-iting the Amazon area and interacting with teenagers, and images from selected photographers. A fourth possible type of imaging will be a combination of illustrations provided by teenagers participating on the events, and illustrator friends.

VIdeos

videos of the recovery centers are going to be made by an cinematogra-pher friend in brazil.

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THESIS DEVELOPMENT

INTEGRATED COMMUNICATIONS

PROFESSIONAL PRACTICES

NATURE OF IDENTITY

WEB DESIGN 1

SUSTAINABLE DESIGN

FALL 2011 INTERCESSION SPRING 2012 INTERCESSION

BRAZIL

SUMMER 2012 BREAK

DESIGN SEMINAR AND PORTFOLIO

DIRECTED STUDYDIRECTED STUDY

FALL 2012

MADE TO STICK, CHIP AND DAN HEATH

CLA

SSES

REA

DIN

GS SWITCH, CHIP AND DAN HEATH

A DESIGNER’S RESEARCH MANUAL, JENN AND KEN O’GRADY

1ST NATIONAL REPORT ONTHE TRAFFIC OF WILD ANIMALS, RENCTAS

TALKING WITH EXOTIC PET OWNERS, SUSSANAH L. SMITH

INTERNATIONAL ILLEGAL TRADE IN WILDLIFE, LIANA S. WULER

FORBIDDEN CREATURES, PETER LAUFER

ANIMAL UNDERWORLD, ALAN GREEN

GO

ALS

DEFINE OVERALL AESTHETICS

JOURNAL

IDENTIFY TARGET AUDIENCE

ESTABLISH LIST OF CONTACTS AND COLLABORATORS

IDENTIFY REQUIRED SKILLS (FIND CLASSES THAT WILL HELP)

DESIGN IDENTITY AND BRAND

DEL

IVER

AB

LES TIMELINE

VISUAL OF DELIVS.

EXECUTIVE SUMMARY

CREATIVE BRIEF

MEET RHONDA RUDENSTEIN AND PLAN COLLABORATION

WRITE BOOK CONTENT

VOLUNTEER AT CALIFORNIA ACADEMY OF SCIENCE

FINALIZE IDENTITY

VISIT SCHOOLS TO TALK ABOUT EVENT

BLOG & SITE OUTLINE

JOURNAL

RESEARCH SUMMARY

IDENTITY SYSTEM

PRELIMINARY PRODUCTS DESIGN

WEBSITE AND BLOG

DESIGN STATIONERY SYSTEM

FIND VENDORS

BRAZIL

FINAL PRODUCTS

POSTERS DESIGN

PHOTOS

PLAN EVENT LAYOUT

DESIGN PROMOTIONAL ITEMS

POSTERS

PROMOTIONAL ITEMS

JOURNAL

BOOK DESIGN

ORDER CUSTOMIZED PRODUCTS

PRODUCTION STAGE (BOOK, POSTER AND SUPPORT MATERIALS)

WORK WITH SCHOOLS AND ACADEMY

CONTINUE UPDATING WEBSITE AND BLOG

FINAL EVENTS

FINISH PRESENTATION MATERIALS

EVENTS

FINAL REVIEW

ALL PRINTED MATERIALS

FINAL WEBSITE & BLOG

JOURNAL

28

TIME MANAGEMENT

THESIS DEVELOPMENT

INTEGRATED COMMUNICATIONS

PROFESSIONAL PRACTICES

NATURE OF IDENTITY

WEB DESIGN 1

SUSTAINABLE DESIGN

FALL 2011 INTERCESSION SPRING 2012 INTERCESSION

BRAZIL

SUMMER 2012 BREAK

DESIGN SEMINAR AND PORTFOLIO

DIRECTED STUDYDIRECTED STUDY

FALL 2012

MADE TO STICK, CHIP AND DAN HEATH

CLA

SSES

REA

DIN

GS SWITCH, CHIP AND DAN HEATH

A DESIGNER’S RESEARCH MANUAL, JENN AND KEN O’GRADY

1ST NATIONAL REPORT ONTHE TRAFFIC OF WILD ANIMALS, RENCTAS

TALKING WITH EXOTIC PET OWNERS, SUSSANAH L. SMITH

INTERNATIONAL ILLEGAL TRADE IN WILDLIFE, LIANA S. WULER

FORBIDDEN CREATURES, PETER LAUFER

ANIMAL UNDERWORLD, ALAN GREEN

GO

ALS

DEFINE OVERALL AESTHETICS

JOURNAL

IDENTIFY TARGET AUDIENCE

ESTABLISH LIST OF CONTACTS AND COLLABORATORS

IDENTIFY REQUIRED SKILLS (FIND CLASSES THAT WILL HELP)

DESIGN IDENTITY AND BRAND

DEL

IVER

AB

LES TIMELINE

VISUAL OF DELIVS.

EXECUTIVE SUMMARY

CREATIVE BRIEF

MEET RHONDA RUDENSTEIN AND PLAN COLLABORATION

WRITE BOOK CONTENT

VOLUNTEER AT CALIFORNIA ACADEMY OF SCIENCE

FINALIZE IDENTITY

VISIT SCHOOLS TO TALK ABOUT EVENT

BLOG & SITE OUTLINE

JOURNAL

RESEARCH SUMMARY

IDENTITY SYSTEM

PRELIMINARY PRODUCTS DESIGN

WEBSITE AND BLOG

DESIGN STATIONERY SYSTEM

FIND VENDORS

BRAZIL

FINAL PRODUCTS

POSTERS DESIGN

PHOTOS

PLAN EVENT LAYOUT

DESIGN PROMOTIONAL ITEMS

POSTERS

PROMOTIONAL ITEMS

JOURNAL

BOOK DESIGN

ORDER CUSTOMIZED PRODUCTS

PRODUCTION STAGE (BOOK, POSTER AND SUPPORT MATERIALS)

WORK WITH SCHOOLS AND ACADEMY

CONTINUE UPDATING WEBSITE AND BLOG

FINAL EVENTS

FINISH PRESENTATION MATERIALS

EVENTS

FINAL REVIEW

ALL PRINTED MATERIALS

FINAL WEBSITE & BLOG

JOURNAL

29

i’m planing to complete the project by the end of fall 2012. To be able to accomplish that, i create a timeline divided in 4 sections: classes, read-ings, goals, and deliverables, as shown below.

10

The Amazon is home to different kinds of pREDATORS. but the most DANGEROuS of all, of course, has two legs, a gun and traps.

— WWF

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find an emotional connection with your audience | The main objective of the organization is to change behavior of people, and behavior change happens in highly successful situations mostly by speaking to people’s feelings. by reaching audience’s emotions, faunation will influence more than their thoughts, but their actions.

develop brands that both reflect and influence culture | essentially this also relates to connecting emotions “to the brand and places it in the general suffusion of culture over a variety of human experiences”. The organization needs to influence people’s lives and make them embrace the cause at an intimate level.

develop long-term relationships with nonprofit organizations | The choice of working with nonprofit organizations can very rewarding. for a designer, like me, this means that the work can reflect my personal political values but also allows me significant creative freedom. being involved emotionally with projects can bring very good results for all parts associated.

habit 25

habit 28

habit 52

SuccESSFuLL HAbITS

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The final project will comprise a book, an exhibition, and collateral and promotional products. it will be shared with the world thorough a web site, and with the distribution of collaterals at the exhibition. in these scenario i will reach teenager attendees and other organizations related with the same issue. The success of the event and campaign will help to gather funds to make the ngo real and allow me to incorporating as a non-profit organization.

The final project will comprise a book, an exhibition, and collateral and promotional products. it will be shared with the world thorough a web site, with the distribution of collaterals at the exhibition, and a portfolio. i will reach environmental non-profit organizations and show the value my skills can offer them. The goal will be get commissions and sign contracts.

The final project will comprise a book, an exhibition, and collateral and promotional products. it will be shared with the world thorough a web site, a portfolio, and distribution of a media kit. i will reach design firms located in the san francisco bay area and the result will job offerings.

SCENaRiO 1

SCENaRiO 2

SCENaRiO 3

pOSSIbLE FuTuRES

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34

REadiNgS

Tackling illegal wildlife Trade

1st national Report on the Traffic of wild Animals

brazil: fauna and flora international.

iNtERviEwS

Raulff lima (Renctas)

Thais cardoso (Associação mataciliar)

Rhonda Rudenstein (california Academy of science)

dr. steven R. beissinger (uc berkeley)

Julie beeler (second story)

eric & Adam (volume)

Jenny Ji (ex-instructor)

viSitS

Academy of science

east bay vivarium

Recovery center santa Rosa

Recovery center mata ciliar (brazil)

COmplEtEd SChEdulEd plaNNEd

√

√

√

√

√

√

√

√

√

√

√

√

√ √

MOvING FORWARD

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How wonderful it is that nobody need wait a single moment before starting to IMpROvE the WORLD.

— Anne Frank

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ceciliA And heR siblings, pAulA And lucAs.

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ceciliA bissoli

cecilia was born in santa cruz de la sierra, bolivia, but she was raised in são paulo, brazil. As a child she often spent a lot of time in her grand-mother’s small library, organizing all her teaching books. she used to love the smell of those old objects and that smell made her curious about how they were made. That experience inspired her to pursue an education in the design and publication of books. in 2008, she received her bA in publishing from ecA—usp. After that, she worked for two years as assistant designer at the department of publications in a non-profit organization in são paulo.

Together, these events made her feel that she had more to learn and with that in mind, she decided to apply to the mfA graphic design program. graduate studies at the AAu have afforded her the great opportunity to build a more robust print portfolio, and to expand and sharpen her skills. in the future, she plans to open her own studio and work close to non-profit organizations.

LIFE STORY

© 2011 cecilia bissoli

All rights reserved. no part of this book may be reproduced or used in any form or by any means—graphic, electronic or mechanical, including photocopying, recording, taping, or information storage and retrieval systems—without prior written permission.

part of a mfA graphic design Thesis project from the Academy of Art university in san francisco, cA

written and designed by cecilia bissoli

instructors: phil hamlet

Typefaces: din and Agent c

paper: epson presentation paper

printer: epson styllus photo R2880