WWF Canada
Campaign Identity
The Story
A refreshed identity for WWF Canada's renowned Holiday Adoption Campaign, engaging families in wildlife conservation by allowing them to adopt endangered domestic and international animals. This beloved national initiative contributes significantly to WWF Canada’s annual donated revenue
Cause
Climate & Sustainability
Services
Campaign Design
Publication & Layout Design
Motion Design
Details
This project focused on the creation of a refreshed campaign identity incorporating a vibrant colour palette, wild animal markings, and nature-inspired motifs, all rooted in the iconic WWF brand. In a departure from WWF’s signature black and white with pop’s of colour, the campaign pushes the brand palette into a more youthful, joyful space with lively tone-on-tone pattern applications. The dynamism of the patterns is echoed by the animal prints, applied liberally at fun angles to emphazise animal species, highlight ket content and embelish layouts. Finally, the signature WWF typography was also amplified for the campaign with a more approachable work horse font, and a dynamic brushed typeface (reminiscent of the natural patterns) to emphasize and punctuate marketing language.
The production process began with the campaign photo shoot - art directed to capture clean, dynamic photos of the season’s signature plushies - and culminated with the creation of two printed direct mail pieces, a social media asset directory, and over 100 animated and static out-of-home, digital, and social media ads in both French and English, reaching audiences across Canada.
Project created at Loop: Design for Social Good