Fauna & Flora

Fauna & Flora (formerly Fauna and Flora International) were undergoing a strategic review and rebrand in 2022. As a result, they were looking to make changes to their overall website design in line with their new visual identity, as well as improving the user experience to enhance audience engagement, boost fundraising, and improve their digital sustainability.

The website design needed to be an engaging platform for the client to highlight their work, the wildlife, habitats and environments they protect and the urgent challenges we face as a planet. This subject matter made a focus on lowering digital carbon emissions a central goal of the project, and with a rich library of beautiful accompanying imagery, it was important that we achieved this without compromising the impact of their existing digital presence.

In collaboration with Fauna & Flora’s brand partner, I helped to ensure the rebrand would include considerations for digital experience, accessibility and sustainability. This meant thinking about the carbon implications of things like heavy image and video content and use of bright colours.

Across the brand and website, 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 tones.

To increase audience engagement, I placed greater emphasis on creative storytelling, introducing a number of features to enhance this aspect of the user experience. Audio components provided a platform to conservationists on the ground in project regions to provide regular updates on projects. Fact and stat components introduced a new lightweight illustration and animation style for the brand with CSS. Interactive maps demonstrated the charity’s reach, as well as the scale and urgency of the challenges we face.

The focus on storytelling to boost audience engagement paid off, with the new website resulting in 97% increase in YoY conversion rates, helping Fauna & Flora reach their fundraising targets and increase their impact without compromising on environmental responsibility.

The design, content and technical decisions made throughout this project, resulted in a massive 90% reduction in overall page weight across the website, drastically reducing emissions. This success aligned perfectly with Fauna & Flora’s commitment to the planet, and formed the basis for a website sustainability statement linked from every page.