Establishing Impact through Design in Global Conservation
International Union for the Conservation of Nature—US Fund
The IUCN US Fund is the United States fundraising arm of the International Union for the Conservation of Nature, the world’s largest and most authoritative conservation network spanning more than 160 countries. In 2025, the organization was ready for a visual brand and digital presence that could carry the weight of that global mission while speaking directly to US-based donors about where their contributions go and why they matter. This project was a collaborative effort with our trusted web development partners at Brevity .
Scope of Services
The Strategy
The core challenge was building a platform that could do several things at once: tell compelling impact stories, showcase active conservation projects around the world, guide donors through their giving options, and signal credibility as a legitimate extension of the international union’s brand. Hello And approached the work by establishing a clear visual connection to IUCN’s global identity while creating enough space for the US Fund to tell its own story with clarity and confidence.
The Idea(s)
Because of the organization’s relationship with IUCN globally, Hello And had access to a remarkable library of real photography from conservation projects around the world, including work in the Mekong Delta in Vietnam. The design strategy leaned into that asset fully, building the site around large, focused visual callouts that let the photography carry the emotional weight of the mission. The site architecture organized the Fund’s work around four pillars: convening, science, policy, and reach, providing donors with a clear framework for understanding where impact occurs and how their support fits in.
The Delivery
The finished site is a fully custom WordPress build, designed for easy editing by the Fund’s internal team without sacrificing the visual sophistication of the design. We also delivered a comprehensive brand style guide that brings the US Fund into visual alignment with the international organization, giving the Fund a professional foundation it can build on for years. The result is an online experience that is easier to navigate, richer in impact storytelling, and built to support both retail giving and planned giving at the level a fund of this stature requires.
A Thoughtful Approach
Made Human
Our contribution was knowing when to step back and let the images speak, and when to frame them in a way that connects emotion to action. The result is a site that feels as genuine as the work it represents.
