As director of the Graphic Design Research Initiative at the University of Houston-Downtown (2014-2017), my student team and I collaborated with the Association for Tropical Biology and Conversation, a 55 year old international biology organization, in their rebranding. Our design research activities included the application of a survey to which more than 140 association members around the world responded, data and audience analysis. The final logotype references tree seedlings sprouting, representing the birth of thousands of topics and projects related to tropical biology around the globe. The main audience is young scientists who may feel compelled to get involved and collaborate actively with the association through their international conferences and multiple initiatives.

The ATBC rebranding included their journal, Biotropica