World Wildlife Fund

Through rebranding, I set out to effectively communicate the World Wildlife Fund’s wide-reaching mission by integrating meaningful symbols, thoughtful color palettes, and impactful graphic elements. The goal was to try and better reflect the breadth and depth of the organization’s advocacy while maintaining its strong visual identity.

Class

Intermediate Graphic Design

Year

2023

Timeline

8 weeks

Service(s)

Rebranding

Design

Animation

Process Book

CHALLENGE

We were tasked with selecting an advocacy brand we felt was visually outdated or lacked clarity and reimagining it through a comprehensive rebrand. The challenge was to create a refreshed brand system that is not only cohesive and visually compelling but also emotionally resonant with its audience.

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GOAL

Throughout my design process, I focused on preserving the approachable and playful spirit of the original WWF branding. By incorporating an animal into the logo as a central motif, I honored the legacy of the brand while expanding its visual language to include complementary sub-elements. These were designed to represent the diverse environmental causes WWF addresses.

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RESULT

The rebrand evolved into a compelling visual narrative that brings clarity and energy to WWF’s mission. From redesigned primary and secondary logos to custom seed packet packaging, every component works together in harmony. The cohesive design system not only strengthens the brand’s identity but also deepens its emotional connection to nature and advocacy.

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