Design approach

• Strong typographic hierarchy to foreground key statements

• A restrained colour palette to maintain seriousness and trust

• A flexible system designed to scale across digital, broadcast, and live environments

The challenge
WWF needed to communicate the urgency of the climate crisis to a global audience — without resorting to fear-based messaging that risks disengagement.

Insight
People respond more deeply to truth when it’s paired with hope. The message had to feel urgent, human, and unifying.

Strategy
Create a visual language that balances tension and optimism — using clarity, contrast, and restraint to let the message lead.