To promote a serious cause (which most of the general public has no awareness of) without appearing negative or sad. And to attract volunteers and donors to help in the funding and evolution of this important nonprofit.
One afternoon while brainstorming this project, I was feeding my cat an extra sloppy bowl of canned cat food. Upon hearing him eat, I thought to myself, “Mmm, lip smackin’ good!”. I’ve always enjoyed that phrase, and so was particularly happy to learn that “lip smacking”, while typically used in reference to good food, is also a natural trait in monkeys, which they do to show affection for each other. Well then, what better tagline to promote this nonprofit’s mission to improving the quality of life for monkeys, than this delicious and fun idea.
I created the logo and monkey head silhouette a few years back, but they have integrated nicely into the new look, which utilizes a calming and earthy color palette, playful monkey photography, streamlined copy, and a fully-responsive WordPress website.