World Wildlife Fund Gifts
Preview — Mar 11, 2015 The new gift catalog for the World Wildlife Fund highlights regional conservation efforts worldwide.Now partner DJ Stout and designer Kristen Keiser in Pentagram’s Austin office have redesigned WWF’s gift catalog, WWF's annual fundraising effort. In addition to gifts like T-shirts and tote bags, WWF supporters are given the opportunity to make symbolic adoptions of wildlife around the world, and based on the level of their donations receive a formal adoption certificate, a species spotlight card, a full-color photo and a soft plush representation of the animal, or animals, they care about. The donations generated by the catalog are used in general support of WWF’s conservation efforts around the world. So far the Winter 2014-2015 gift catalog has increased sales by 10 percent.
The layout of the catalog, which is organized by geographical regions like the Arctic, North America, Africa and Asia, and conservation efforts like climate change and wildlife crime, were reworked to infuse each spread with a more pronounced visual hierarchy. The Pentagram team also borrowed a few signature typefaces and graphic elements from their design of World Wildlife, so the catalog and flagship magazine appear to be in the same WWF "publication family." Like World Wildlife, the catalog features WWF staff stories of conservation efforts and opportunities–as well as ideas and tips for positive change for the planet. WWF President and CEO Carter Roberts says this in the foreword of WWFGifts:
“When the world’s first national park was created in 1872, the very notion was outlandish: setting aside enormous swaths of land purely for the sake of protecting it? But of course today, parks are embedded in the fabric of communities the world over, and they are an indispensable conservation tool. At WWF, we have aided in the creation of many parks. But once a park is created, the work is really just beginning—often the biggest hurdle to climb is making sure the park is completely and consistently funded. And of course our most important and valued source of comprehensive funding for projects like this around the world comes from you. We remind ourselves every day that WWF is only as effective as the generosity of our friends and supporters allows us to be.”