On the brink
- Client
- Fame
- Deliverables
- Brand development
- Digital
- Graphic design
- Pre-post production
- Social media
- Video
- Website
Challenge — FAME (The Foundation for Australia's Most Endangered Species) was founded in 1993 for the protection of the country's native flora and fauna. By 2017, its donor base had not increased as desired. FAME needed to change, and connect with Australia's hearts, minds, and wallets.
Strategy
WO conducted an audit of FAME’s assets and performance, identifying three key goals for a brand update: increase empathy for endangered wildlife; enhance the organisation’s visual identity to attract a broader donor base; and expand promotional materials while maintaining cost-effective and sustainable practices.
Transitioning from an illustrative style, WO adopted a modern design approach that featured intimate wildlife photography to foster emotional connections with the species FAME supports. The team redesigned and re-engineered FAME’s website to create an engaging, project-focused platform that included live feeds on project funding. Additionally, WO developed a comprehensive suite of brochures and collateral materials.
Outcome
FAME’s annual donations increased by 178% in the first year post-rebrand, with monthly donors rising by 89%. Website traffic grew, and the new donation flow allowed donors to engage meaningfully with funding decisions. Online donations became the majority of FAME’s total contributions, supporting ambitious new projects, including a multimillion-dollar initiative for Tasmania’s Red Handfish, one of the world’s rarest fish species.
"Our partnership with WO has seen FAME
grow to an international company with a strong reputation in the environmental/conservation sector. Their depth of knowledge sets them apart."
TRACY MCNAMARA, CHIEF EXECUTIVE OFFICER, FAME
