National Wildlife Federation Adoption Catalog
One of the fast expanding product lines of National Wildlife
Federation’s successful gift catalog included their animal
adoption program. This program offers gift-givers an opportunity to
donate in a variety of price ranges by choosing to symbolically adopt
one of a wide selection of animals. An adoption includes a certificate,
stuffed animal and other items based on the level of giving. These
adoptions quickly became one of the top revenue producing items for
NWF’s catalog program. At the time it was given only two to
four pages of space in their gift catalog.
Because of its success, NWF chose to produce a 16-page catalog
dedicated to explaining and expanding the program with the hope of
generating even more revenue. With more space, NWF was better able to
highlight the variety of animals available and keep true to their
mission of education about wildlife conservation.
The goal was to show off the animals and make it as easy as possible
for someone to fall in love with them and donate. What would seem like
an easy purchase became quite complicated because of the many options
to adopt any one animal. In addition, NWF had very specific
requirements for how to represent wildlife and animal images. They were
looking to group them in different categories, such as birds of prey
and endangered species, and also highlight those animals that were
already selling well.
To meet all the client’s needs, different sections were
developed with individual color palettes and design elements. The end
result built cohesion with consistent fonts and formatting. NWF was
pleased with the way Rob took on the ambitious project and brought it
to life. He helped keep the message clear, reach the audience, and get
the animals to jump off the page.
“Working with Rob always helps give format and cohesion to
the ideas I am trying to convey.
I love working with Rob because he goes beyond great graphic design. He
works with you to truly understand the goals of the project and
highlight what is important. He is able to step back and not only see a
great design, but also make sure the message is being delivered.
When we start on a project together, I love when his head explodes with
ideas he wants to try. In the end, he is able to edit himself and
produce a quality product that stays on point and gets the message
across. For years I have counted on Rob to give a marketing plan
substance, style and success.”
Production Manager, National Wildlife Federation