Climate Resilient Forests — Turning Policy Into Public Action, Website & Branding
Client:
Environmental Defense Fund (EDF)
Roles:
Web Designer / Digital Campaign Art Director
Project Overview:
As wildfires across the American West grow more catastrophic each year, the Environmental Defense Fund launched a public campaign aimed at one urgent goal: turning awareness into action around forest management as a climate resilience strategy.
We partnered with EDF to help design the messaging strategy and digital communications experience for the release of the Wildfire Commission Report, with the intent of building cross-partisan support and catalyzing real policy investment—fast.
Design Approach:
This site had to do more than just host a report. It needed to:
Make technical forestry strategies understandable and relatable
Serve multiple audiences—from rural voters to climate funders
Balance urgency with scientific credibility
Embed EDF’s broader campaign messages within a flexible, modular design
We had to ensure that every interaction—from headline to quote to CTA—guided users toward clarity, trust, and next steps.Though the final product wasn’t just a full standalone website (Just my part), we created a modular content strategy to be embedded across EDF’s digital ecosystem, including:
A Wildfire Commission Report hub built for storytelling, quotes, and key takeaways
Campaign-specific landing sections optimized for voter engagement, media inquiries, and policymaker outreach
Quote banks and talking points for partners, designed for easy repurposing across social and press
Flexible messaging templates tailored to both EDF’s “natural allies” and its primary swing audiences
All content was built to be scannable, sharable, and easy to personalize.
Key Features & Outcomes:
Overview of the Wildfire Commission Report with key themes and takeaways
Integrated Quotes & Calls to Action to reinforce messaging and momentum
Downloadable Resources and report links for press, policy, and public engagement
Content Sections Mapped to Campaign Messaging (e.g., Urgency, Resilience, Collaboration)
Flexible Page Modules for future expansion and content integration
Interactive CTAs driving users to learn more, share content, or explore wildfire solutions
Audience-aware copy tuned for both older rural audiences and younger urban supporters
Impact:
We created a website that serves as the public storytelling hub for EDF’s wildfire campaign delivering a powerful marketing tool for our clients needs:
Simplified complex forestry strategies into clear, visual explanations
Delivered a scalable content model that EDF can repurpose across future campaigns
Empowered both EDF teams and external partners to drive aligned, urgent communication
Policy alone doesn’t build momentum—the experience of that policy does. This website turns a 148-recommendation report into a focused, accessible tool that supports advocacy, deepens public understanding, and helps EDF lead with clarity in a moment of crisis.
The campaign centerpiece fixtheforest.org has a robust array of content, including interactive maps, project updates, donation tools, and educational resources—all delivered through an intuitive, well-structured digital journey that reinforces our brand narrative and guides users through a cohesive, story-driven campaign experience.
