jsr x ifaw brand evolution

Beyond Advocacy: Forging IFAW's Bold New Visual Identity.

The IFAW rebrand wasn't a superficial facelift; it was a foundational rebuild, and I spearheaded the design process from the ground up. My role transcended more than aesthetic choices, delving deep into the principles of brand theory to construct a robust theoretical framework. This framework served as the bedrock for every visual element, ensuring a strategic and cohesive approach to brand development.

The outcome was a holistic, dynamic, and undeniably bold and fresh visual identity, built on meticulous grid systems and an unwavering attention to detail. This transformation effectively broadened IFAW's reach, engaging new demographics across a diverse range of platforms. From impactful web design and targeted email marketing to immersive exhibition design, comprehensive 360° flagship campaigns, compelling marketing collateral, and engaging video production, every touchpoint was meticulously crafted to reflect the new brand vision. I fostered seamless collaboration with cross-functional teams, including Vice Presidents, stakeholders, marketing, content, and the broader brand design team, guaranteeing a unified and powerful brand representation across all channels.

As part of the rebrand, I spearheaded the art and creative direction for numerous global campaigns, each a visual testament to IFAW's unwavering commitment to animals, people, and our shared planet. I worked closely with Vice Presidents and key stakeholders to ensure strategic alignment, moving beyond simple advocacy and crafting narratives that showcased our bold, on-the-ground action.

From the heart-wrenching immediacy of marine mammal rescue and research, to the sweeping majesty of landscape conservation, and the hopeful vision of animals and people thriving together, I ensured every image, every frame, every campaign resonated with IFAW's core: fresh thinking, impactful results, and a relentless drive to make a difference.

CAMPAIGNS

Brochure development

socials

ART DIRECTION

I wasn't just a Global Senior Brand Designer; I was IFAW's visual storyteller, their conduit to the world's heart. For years, I art directed the photographic narrative, crafting a visual language that resonated across every platform. Think of it as a lens into the soul: I championed a raw, unfiltered aesthetic, capturing the on-the-ground reality of IFAW’s work. We moved beyond sentimental imagery, embracing the untamed beauty of natural habitats and the profound connection between humans and animals. I pioneered a style that contrasted the grand scale of conservation with the intimate lives of individual creatures, always emphasising the raw, active spirit of IFAW. We avoided the picturesque, instead letting the untamed energy of the environments speak for itself.

MERCHANDISE