Claim Happiness

Andrew Lynch taught a one week strategic design workshop and outlined steps to approach the brief. Our assignment was to figure out how Conservation International could reach out to the general public and how we could solve that problem by creating interactive experiences that spoke to the demographic. * Note: This was before Conservation International was rebranded.

  • Design: Collaboration with Alex Ketch & Isaiah Montoya
  • Mentor: Andrew Lynch
  • Year: 2013

Research & Analysis


CI presentation

Our team analyzed Conservation International’s website and researched on other conservation organizations. We conducted interviews with the people around us to figure out what others thought about CI and conservation. Our results indicated that the lack of interest was due to laziness/indifference, and lack of accessibility of information and services.After analyzing CI’s language, we realize that their target audience were conservation enthusiasts, governments, and national policymakers because they have the power to make the difference. CI’s strong point is that they focus on conservation that concerns humans and their argument is that humans need nature to thrive.


Instead of using the CI logo as a focal point, we used the slogan “Claim Happiness” to attract our audience. Our team felt that the current demographic would be more proactive about conservation if there was an app that was not only useful and educational, but also incorporated a fun aspect to it, such as getting points in a game. We decided to create an app that allows the user to scan a product to learn about the product cycle and how CI is involved in regulating conservation policies with these companies. Users are given the option of donating to CI, locating places to recycle their products, or sharing the story via social media. With these small steps, the app awards them happiness points and allow them to see how much impact they’ve made. There is also a ranking system that will motivate them to try to obtain more happiness points which in turn helps CI make positive changes that affect the people around us.


Disclaimer: Conservation International was used solely for workshop and learning purposes. All rights of logo belong to Conservation International. This project in no way should represent Conservation International's current status or mission.