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WWF

Not-For-Profit & Social Responsibility

Founded in 1961, WWF (World Wildlife Fund) operates in more than 100 countries working for a future in which humans live in harmony with nature.

Navajo was asked to help develop a strategy and identity that would clearly communicate their mission and vision for sustainable development worldwide through the production of a study raising awareness of company corporate and social responsibilities.

We urged the WWF to boldly and consistently embrace a departure from its ‘wildlife’ image, and forego use of any wildlife imagery. We were able to express visually a ‘sticky’ image that coupled with naming ,’Let Them Eat Cake’ generated an identity and product that was conducive to closer inspection by its intended audience.

A letter of thanks from the National Executive Director, on behalf of all participating clients, expressed thanks and referred to the identity as “a wonderfully inspiring and creative job.”

Brand Strategy / Design

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