Designing the eMammal logo meant choosing an iconic mammal species and what is more iconic than a mountain lion?! Appropriately branded as “See wildlife. Do science.” eMammal is a platform for camera trap research projects that anyone can contribute to. The platform intends to be useful to scientists, but also to citizen scientists who aid scientists in the photo collection: they are in charge of deploying the camera traps in designated locations, looking at the pictures, identifying the animals and uploading the files for review and archive at the Smithsonian Institution. The data helps address important conservation-related questions.