As a massive, global organisation, the WWF has many different advertising agencies, design agencies and offices working on individual projects at anyone time. The brand had lost its way and would appear differently in every territory. The brand needed a review and a refresh that would be simple to use, but most importantly, create synergy across the entire globe.
The whole project took around 18 months. The first stage of the project was to run a brand audit across the entire company. I had conversations with WWF offices around the world, from the USA, UK, and Germany to smaller offices in Africa and South America. The new brand needed to accommodate a wide range of users with differing abilities and requirements.
The new brand was delivered through an online portal, that could be accessed by any WWF office or third party users across the world.