Fauna & Flora

Challenge

Fauna & Flora (formerly Fauna and Flora International) were undergoing a rebrand and looking to make changes to their website by enhancing audience engagement to boost fundraising, and improving digital sustainability standards. With a rich library of beautiful imagery, it was important that we achieved this without compromising the impact of their existing digital presence.

Approach

In collaboration with Fauna & Flora’s branding agency, I helped to ensure the rebrand would include considerations for digital experience and sustainability. This meant thinking about the carbon implications of things like heavy image and video content and use of bright colours. We decided to be more purposeful with images, looking at alternatives to video such as animation and audio, and avoiding too many bright colours, favouring more muted and deeper colours instead.

With regard to audience engagement, we pushed for a greater emphasis on creative storytelling, and introduced a number of features to enhance this aspect of the user experience. This included audio components where conservationists on the ground in project regions could provide regular updates on conservation projects, and fact and stat components including a new lightweight illustration style for the brand which could be animated using CSS.

The result of this work was a 90% reduction in overall page weight, drastically reducing emissions for the site, and a boost to audience engagement resulting in 97% increase in YoY conversion rates.