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World Wildlife Fund

Interactive Animations Advance Key Conservation Initiatives

  • Nonprofit
  • Animation
  • Content Strategy
  • Website

Goal

The World Wildlife Fund (WWF), a leading wildlife and endangered species conservation organization, turned to NJI to produce several interactives for its website. The goal was to complement reports, articles, and other assets with rich digital experiences that advance key initiatives. Our first project focused on the issues of illegal fishing and overfishing of the world’s oceans. 

Results

The project was so successful that NJI continued to partner with WWF to produce digital interactives about water shortages in the Rio Grande/Rio Bravo region, endangered rhinoceros species, and the bison’s significance to the Northern Great Plains. Each feature blends artistry and science to tell powerful stories that support WWF’s mission.

A tablet displaying a website with a focus on water security in the Chihuahuan Desert. The screen shows a background image of a desert landscape with interactive options and a section labeled "Current Situation." Highlighting policy communication efforts, the tablet is set against a green background.
A World Wildlife Fund webpage with information about the Black Rhino, including its scientific name, Diceros bicornis. The page details a population of 4,848 and endangered status, highlighting habitats in Namibia, South Africa, and Kenya. Digital impressions from advocacy campaigns feature icons of various animal species at the top.
A sketch of a webpage for a WWF project on water security in the Chihuahuan Desert. It features a landscape with cacti, a winding river, and mountains. The page includes sections on current situation, future challenges, and WWF’s vision, bolstered by illustrative charts to support advocacy campaigns.
A sketch of two concepts: "Agriculture" and "Cities." The agriculture sketch shows a curved path with trees and fields. The cities sketch depicts buildings along a curved path, with a cow in the foreground. Accompanying text includes digital impressions for policy communication and rapid-response campaigns.
A six-panel black and white illustration depicts various stages of seafood traceability and regulations. Scenes include boats at sea, monitoring systems, compliance checks, port arrivals, processing, and shipment—highlighting how policy communication ensures transparency and adherence to standards.

Strategy

After working with WWF to identify messaging points, we fleshed out concepts and scenes that would serve as foundations for the interactive experience.

Our design team illustrated every asset and collaborated with developers to ensure animations would translate effectively online. Multiple layers allowed us to animate each stage of the fishing-to-consumer process, while scalable vector graphics delivered optimal resolution. With a fully responsive site, and WWF’s mobile viewership at 80 percent, we designed for mobile-first. Our goal was to deliver an exceptional user experience in every aspect, on any device. 

From a visual perspective, we used subtle animations, deep sea hues, and simplified illustrations to engage users’ focus.

WWF webpage featuring information on the critically endangered Black Rhino. It mentions a population of over 5,000 and threats like habitat loss and poaching. The site also highlights advocacy campaigns within the conservation plan in Namibia, South Africa, and Kenya.
A grid of digital device screens displaying a maritime-themed website creates strong digital impressions. The content includes phrases like "From Bait to Plate" and images of ships, radar screens, and cranes. One screen prominently features a mobile phone layout of the same website.
Illustration featuring two prairie dogs standing on their hind legs in silhouette with a setting or rising sun and mountains in the background. The text reads: "Bison and Prairie Dogs. Prairie dogs prefer to nest in areas that bison heavily graze. This digital impression highlights how short grasses provide ideal areas to dig burrows and serve as a source of food.

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