How do we best reward key funders?
WWF is one of the world’s largest and most experienced independent conservation organisations, with over 5 million supporters and a global network active in more than 100 countries.
Its mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature, by conserving the world’s biological diversity, ensuring that the use of renewable natural resources is sustainable, and promoting the reduction of pollution and wasteful consumption. Five years ago, WWF International initiated its Campaign for a Living Planet with a fundraising target of $100 million.
To celebrate hitting this milestone and to thank their most valuable donors, WWF asked Luminous to produce a memorable publication that captured the impact of the campaign and which could be presented personally at the campaign anniversary celebration in Switzerland in September 2016.
Our solution was a coffee-table style book featuring a unique and distinctive wooden cover.
Acknowledging the environment influences on natural materials, and in particular conscious to ensure that the covers did not bow over time, we undertook a long series of printing tests adopting different woods, finishes and binding techniques. The final book features a hardback cover made entirely of FSC-approved solid oak, sourced from Norway. The cover material was then duplexed, sanded and finished with oil. A WWF Panda logo was laser-debossed into the wooden stock and the book was case-bound with a natural cloth spine.
The inside of the book featured stunning imagery sourced from the global WWF image library, with narrative following a simple, coherent editorial style, setting out the campaign challenge and success. The typography combined WWF’s own brand sans-serif font (WWF bold) alongside an Opentype cut of Georgia. To enhance the natural feel of the book, we adopted a combination of Mohawk Everyday and GF Smith Colorplan paper stocks. Each of these has impressive environmental credentials. Editorially, the book highlighted how funds raised for the campaign have supported large transformational conservation programmes at WWF. In a world where charity publications usually focus on fundraising and how things need to change, it was heart-warming to present a story of the amazing achievements of the Living Planet campaign. These include a 63% increase in Nepal’s wild tiger population and a 17% increase in China’s Giant Panda population.