MarCom
Strategy + Branding + Storytelling
Easily my favorite project for CPSG* was updating the annual report, which ended up being a stepping stone for rebranding their marketing and communications materials.
*CPSG stands for Conservation Planning Specialist Group part of the International Union for Conservation of Nature.
Annual Report Refresh
The CPSG Annual Report had been reusing the same layout for 15 years. I knew I had to approach the redesign with finesse as many of the tenured staff were resistant to any change.
I wanted the report to feel like it had an energy boost and left people feeling optimistic as the reality of conservation efforts is heavy. I also wanted to make the more concerned staff feel heard, so I surveyed each of them about what they would change about the report and what they keep the same. Funny enough, most of them said the old report was too wordy and the font too small. However, they didn’t want the importance of CPSG’s work to get lost in the new report.
My solution was to use graphics, bold imagery, and interesting page layouts rather than rely on copy alone to demonstrate CPSG’s impact.
After the report went out, I received so much positive feedback that I was able to develop a new marketing strategy.
