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Challenge
Showcase TNC's leadership, expertise, and cross-strategic thinking.
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Solution
A framework for curation and a powerful storytelling parts kit to elevate editorial content.
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Results
An award-winning and rapidly growing platform to promote TNC’s expert voices and share their knowledge.
Collect, connect, and amplify. That was the main goal for The Nature Conservancy’s global solutions site. As one of the largest environmental non-profits in the Americas, TNC produces a tremendous amount of content across the organization. Their most innovative work was getting lost in the shuffle. We developed a strategy and built them a powerful tool to create immersive editorials, broaden the reach of that content, and crystallize their reputation as industry leaders.
Areas of Expertise
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Creating Connections
With thousands of resources to draw from, deciding what to elevate was a big challenge for the TNC team. To help guide them, we developed a content roadmap to show what kinds of content should be included, where the connections would be made, and how each piece would tie into the larger narrative.
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An Editorial Vision
Defining a brand strategy early in the project and working through logo, concept and messaging explorations helped the TNC team distill their vision for the site and set the tone for all future work.
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Visual Storytelling
TNC’s photography is diverse and dramatic. We wanted to make the best use of this invaluable resource, while also making the site manageable. Design and dev worked together to find solutions that limited the number of images needed while maximizing their impact across the site.
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A Flexible CMS
Knowing TNC needed to create new content and also to aggregate content from elsewhere, we designed and built a flexible CMS written in Ruby on Rails. Customized to solve their unique challenges, we gave TNC ultimate flexibility in creating and managing content by using our own content editor which allows for the easy addition of photos, videos, styled text, file attachments, buttons, and more.
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Summary
With an overarching vision of an editorial-style site, we combined thoughtful content strategy with compelling photography and a custom CMS to move TNC into the thought leadership space.
