Project
Name:
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.
Client
Testimonial
“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.”
Anne Zaleski
Production Manager, National Wildlife Federation
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