The research phase focused on understanding IFAW’s mission, values, and the broader landscape of nonprofit environmental advocacy. Through moodboarding, visual exploration, and research into similar nonprofit campaigns, I identified key emotional tones, visual cues, and storytelling approaches to inform a design direction that feels both impactful and aligned with IFAW’s cause.

During the ideation phase, I explored multiple concepts through initial sketches and visual experiments, focusing on translating research insights into tangible design ideas. This iterative process allowed me to test different approaches, refine key elements, and gradually narrow down to a final design direction that felt cohesive, intentional, and aligned with the project goals.

The refining phase focused on polishing the selected concept by making thoughtful adjustments to layout, typography, colour, and visual details. Through careful iteration and feedback, the near-final designs were finalized into cohesive digital renderings that clearly communicate the campaign’s message and bring the concept to life.