World Wildlife Fund (WWF) is leading an important and ambitious conservation effort; its site gives voice to and helps drive funding for that mission.

A recent redesign was part of a rebranding effort borne out of research that showed that a significant shift in perception was needed for the organization (with its iconic panda logo, WWF is most-often associated with the protection of cuddly animals, despite the fact that its mission extends well beyond that view). The new design demonstrates what WWF terms “the delicate and complex set of relationships between species, people, habitats, governments and global market forces.”

The agenda of the WWF is clarified with a simplified, persistent top-level nav that focuses on the relationships between species, governments, habitats and people. An editorial-like layout inside site sections encourages movement through the content and, most importantly, subtle, conspicuously-placed DONATE and ADOPT tabs appear on every page of the site.

No WWF site would be complete without stunning photo galleries but this site goes beyond the norm with slideshows, video and interactive features that showcase the organizations's efforts around the world.

• Greenfield/Belser and WWF developed the site in one year with a team of ten.  

• There are dozens of constantly changing videos, interactive games and mini-sites, plus thousands of images that support WWF’s cause.

• Although the home page loads a bit slowly, the development team felt that the power of the story and rich imagery more than justified the slight delay—considering the aggregate file size of the pieces, load times are still impressive.

• The relaunch resulted in a 37 percent increase in unique visitors to the site as compared to the same eight-month period the previous year; a 63 percent growth in lifetime returning visitors; and easier access to e-newsletter sign-up has grown the e-newsletter database by 29 percent.

* A social networking component is planned for phase two of the development.