Overview
Since its founding more than fifty years ago, the International Crane Foundation (ICF) has greatly expanded its scope of work.
Initially focused on crane conservation in Wisconsin, ICF is now a global organization with offices in China, Kenya, Rwanda, South Africa, Uganda, Zambia, and Texas. The nonprofit remains committed to research, captive breeding and reintroduction, landscape restoration, and education as crane conservation strategies–but its mission now includes projects targeting indirect causes of crane habitat destruction, such as poverty and intensive farming.
While ICF staff understood the full impact of this remarkable work, prospective donors did not. Too many stakeholders perceived ICF as an organization dedicated exclusively to crane survival–and missed the organization’s innovative land conservation work with governments and partners around the world.
ICF needed new communications materials to reposition its brand in the eyes of current and prospective donors. We were eager to help.
Working from the ground up, we conducted in-depth research, interviews, and workshops to uncover ICF’s history, values, and goals.
By the end of our discovery work, we understood ICF is about more than just birds. It is a global force for conservation and ecological health, helping cranes and communities around the world live in harmony by restoring vital landscapes to their full potential.
Armed with background knowledge and a clear vision of ICF’s future, we developed several potential design and messaging directions for the client to choose from.
Working together, we iterated on our original concepts until we had a design system, messaging framework, and paid social strategy that truly reflected ICF’s global scope and ambition.
In addition to launching a rebranded website with improved information architecture, we also helped ICF create in-depth reports on its work in Kenya and Zambia. Other projects have included an interactive tool to showcase ICF project sites around the world and ongoing paid social campaigns.
With a fresh brand, new website (including restyled Blackbaud Raiser's Edge forms), and updated communications materials in place, ICF was ready to spread the word about its global work.
In the first year, our paid social campaigns drove a 57% increase in website traffic and 25% increase in mailing list signups, year over year.
We continue to work with ICF on innovative new campaigns to raise awareness of this vital organization.
