Co-Founder and Creative Director
Co-founded by Sophie Klimcak & Shasha Du, Wild Awake is a nonprofit organization that curates immersive outdoor learning experiences for youth and adults that bring us closer to the earth, each other, and ourselves. The branding, creative direction, and org itself were created in reverence to the awe and wonder of the natural world, and our place in it.
Wild Awake
2021-2023
slow down for awe 🐌
slow down for awe 🐌
01 Logo Design
Wild Awake’s logo design was inspired by the ripples of spacetime that have, over millennia, carved and chiseled everything we know, from the rings of a tree trunk, the coil of a snail’s shell, the undulating currents of water, to the patterns on our fingertips.
02 Typography
The typeface used across the brand identity is Fragen, which was chosen for its versatility as both a display and text type. Especially in its whimsical italicized format, Fragen’s letterforms evoke the spirals and tendrils found in the natural world.
03 Color palette
Wild Awake’s color palette was inspired by the flora & fauna of the San Francisco Bay Area.
cypress
red ochre
lupine
moss
evergreen
mission blue butterfly
manzanita
04 Web Design and Development
The design and development of Wild Awake’s website highlights our seasonal programming. Each seasonal campaign evolved around a specific theme in celebration of our relationship to the natural world.
05 Content Marketing Strategy and Design
Wild Awake’s content marketing strategy included a seasonal newsletter and posts on social media that highlighted the everyday magic of the world around us while promoting our programs.
Brand Story
“Wild Awake moves at the pace of awe and wonder, with the waxing & waning of the moon, the crisp arrivals and departures of the seasons, and a snail as it makes its way across a mossy log. We believe that by slowing down, we can attune our senses to the present and widen our attention to the magic all around us.”
