Role
Creative Director
Practice Areas
Website, Design System, Content Strategy, UI Design
Challenge
For over 30 years, the American Bird Conservancy has been a driving force in bird conservation. But despite their high-impact work, ABC's website failed to engage their audience, limiting their reach and impact. ABC needed a fresh, scalable digital platform that would differentiate them from other conservation organizations and inspire deeper connection and support for their mission.
We set out to transform ABC's digital presence from the ground up, focusing on driving donations, increasing engagement, and positioning ABC as a dynamic authority in conservation.
Approach
We focused on positioning ABC as distinct from other prominent bird conservation organizations, particularly Audubon and Cornell Lab of Ornithology. Rather than prioritizing community outreach and policy influence, or research and citizen science, ABC distinguishes itself through its dedicated focus on habitat conservation and on-the-ground impact.
To highlight this unique position, we designed the website to communicate three key themes: the interconnection between birds and their ecosystems, the critical importance of habitat conservation, and the wonder that birds bring to our world. This strategy aimed to inspire visitors by showcasing the direct impact of ABC's work on bird populations and their habitats.
Every choice, from design to content, reinforced these ideas. Instead of just explaining what ABC does, we showed visitors why it matters and how they could be part of it.
Design
Vivid photography pulls visitors in, letting them see the birds ABC is working to protect. As they scroll, subtle animations reveal wide-open landscapes, reinforcing the connection between species and habitat.
We made exploration intuitive. Related content is naturally linked, helping visitors dive deeper without getting lost. Bird species and habitats are presented together, making it easy to see how conservation efforts are making a real impact.
A flexible design system gives ABC the tools to tell their story in a way that feels fresh and urgent. Whether it’s showcasing a success story, highlighting a critical initiative, or calling for support, the platform adapts to their needs.
Results
ABC’s digital presence now reflects the power of their work. Their story is clearer, their message is stronger, and their site is built to turn interest into action.
With a scalable design system and easy-to-manage content tools, ABC can evolve without needing constant redesigns. More engagement, more conversions, and a growing community of supporters—all working together to protect birds and their habitats.
Credits
Sadiyah Ali
Dylan Haigh
Hogan Johnson
Annie Lindsey
Harry Maguire
Meg Odell
Jerrod Philipps
Allan Pichardo
Bryony Redhead
Amanda Ruck
Becky Solomon
Archana Sriram
Greg Tuthill
Kelsey Wirtzfeld
Made at Owen Jones
