Nurturing a Resilient Earth
Integrated Campaign | Creative Direction | Digital Experience | Brand Storytelling
Nurturing a Resilient Earth was an integrated CIFAR campaign highlighting how researchers across its global community are responding to the realities of climate change and developing new approaches to help society adapt and thrive.
The campaign brought together long-form storytelling, digital experiences, print, video and social media to communicate complex research to broader audiences while building awareness and supporting engagement with CIFAR’s Resilient Earth Fund.
Campaign & Creative Direction
As the creative lead for the campaign, I was responsible for shaping its overall visual and creative direction and translating the campaign themes into a cohesive experience across channels.
I worked across the campaign’s design and marketing needs, developing print and digital creative and ensuring that each component supported a consistent narrative and visual identity.
I also managed a designer responsible for developing video graphics for web and social media, providing direction and feedback to ensure the work aligned with the campaign’s broader creative approach and messaging.
Digital Experience
The campaign website brought the individual research stories together within a unified digital experience.
I designed the site to make the long-form content visually engaging and easy to navigate, using photography, strong visual hierarchy and interactive elements to distinguish individual features while connecting them as part of a larger story about climate resilience.
Accessibility was incorporated into the digital experience, with the site designed to align with AODA requirements.
Extending the Campaign
The campaign extended beyond the website through print, video and social media.
I designed a companion booklet featuring condensed versions of the campaign stories and photography of the researchers behind the work. The publication directed readers to the full stories online and included a call to support CIFAR’s Resilient Earth Fund, connecting research storytelling with broader donor engagement.
For the campaign video, I provided creative direction and strategic oversight, working to ensure the narrative and visual approach aligned with the broader campaign. The video was also adapted into shorter social media content, extending the campaign across digital channels.
My Role
Campaign creative direction
Integrated campaign development
Visual strategy and concept development
Web design and digital experience
Print and digital design
Brand storytelling
Video creative direction
Social media creative
Designer management and creative oversight
Cross-channel creative consistency
The Result
Nurturing a Resilient Earth created a cohesive campaign platform for communicating CIFAR’s climate-related research across web, print, video and social media while supporting engagement with the organization’s fundraising efforts.
The campaign received an IABC Award of Excellence in the Non-profit Campaigns category and a Silver CPRS ACE Award for Best Cause-related Campaign.