In September of 2021, Governor Gavin Newsom signed the California Native Plant Society (CNPS)-sponsored AB223 into law, providing important new protections for California’s imperiled dudleya. These charismatic native succulents, growing along California’s coasts and rocky habitats, have recently become the target of large-scale poaching operations. Authored by San Diego Assemblymember Chris Ward, AB 223 is the first piece of California legislation that deals specifically with plant poaching. I developed the branding for this campaign, including dudleya mascots, that were employed across channels and via local CNPS chapters to endear Californians to these imperiled plants and efforts to protect them.