The Tennessee Wildlife Federation is on a mission to conserve the environment through habitat restoration, preserving the rights of hunters and anglers, and actively promoting common sense government policies. They engage nature enthusiasts, government policymakers, both hunter-anglers and animal lovers. Everyone’s contribution to conservation efforts matters, but addressing everyone can be a challenge.
Eager to clarify their brand, the Tennessee Wildlife Federation partnered with Circa.
Circa’s work with TWF began with a brand audit, that surfaced TWF’s key pain points in their brand & marketing efforts. During this process, Circa determined the best course of action was to develop brand frameworks and strategies to unify the ongoing content creation of TWF’s internal team. This budget-friendly solution would emphasize an intuitive information architecture and a modern feel to support TWF’s efforts in reaching broader markets.
Brand Audit | Circa expanded the TWF logo system by developing a bold & unambiguous wordmark so that they don’t always have to use the more detailed deer illustration version of their logo. Circa also developed a simplified favicon based on the deer illustration, extending brand continuity with a modern twist.
Art Direction | Circa steered TWF’s visual style, offering guidance for icons and graphics, and photography. Mood boards acted as a guide for their team, and they were able to execute fast, effective work to build their brand. This budget-savvy method of collaboration with a creative partner offered freedom to TWF’s in-house design team.
Content Strategy | Circa delivered content frameworks to establish a baseline of what services TWF offers, what problems those offerings solve, and what the outcomes are for their various audiences. From this, their team was able to sift through existing messaging and pull together concise story pieces to craft a powerful brand story rooted in advocacy and progress for their website.
UX/UI | Lo-fi mockups with placeholder copy suggestions guided their in-house team through the creative writing process. With a clear framework for how everything would come together, the in-house team was free to focus on crafting brand-true, compelling messaging.
Website Design | Circa provided a Digital Style Guide and Website cheat sheet detailing brand, messaging, and website updates for TWF. This resource contributes to ongoing team alignment, expedites website updates, and will keep the TWF brand unified and sharp.
SEO | Keyword recommendations for SEO-informed site copywriting, meta descriptions, page titles, and key phrases all helped to improve Google ranking.
Web Development | Circa built out balanced, custom page templates that support TWF’s diverse programs, while clearly assimilating the programs under the TWF brand. Content strategies that worked for pages with light and heavy information, sign-up forms, and online donation collection were passed to TWF’s internal marketing team, along with articles and resources relevant to developing each component.
The culmination of all this work was a refreshed website that spotlights the important work that Tennessee Wildlife Federation does (along with the many accomplishments of their programs) with beautiful photos and icons, descriptive content for their target audiences, improved navigation, prominent donation links, and energized Google search rankings all in the service of helping the environment and recruiting new active members.
