United by a visionary, but divided into individual research projects, colleagues at the Center for Large Landscape Conservation struggled to neatly summarize their complex work and explain their expansive vision—a problem, since their dated website wasn’t providing much help garnering new funding. How could they afford to turn things around?
First, get the board on board. CLLC’s board reviewed our proposal, recognized how desperately CLLC needed a solid communication platform, and doubled the available budget. With that, we could take the time to investigate which audiences had the potential to best fund CLLC. Then, I’d epitomize CLLC’s higher purpose in their brand and use a tighter definition of their work to guide their new website, hitting the sweet spot between funders’ desires and CLLC projects.
With CLLC’s work cleanly categorized, the new site educated potential funders on the organization’s unique mission, welcoming them to the revolution (instead of alienating them with information overload.) In 2019—5 years since our work—CLLC launched an updated website, using our initial work as a strong foundation. (Please note that the site is all-new, and not all of my original web copy remains.)
I interviewed the team, teasing out layers of complexity until I could pinpoint a one-line anthem that epitomized the Center’s higher purpose, and support it with a brand strategy. Next, I outlined a content strategy for the website that spoke directly to the hearts of funders, and fulfilled it with branded copy. Robyn Egloff Design managed the project and design, while Joe Bergantine at Kinsa programmed our original site.
“We loved working with Kira and Flying Bicycle Creative. Kira has a true gift in her ability to translate complex organizational and scientific concepts into a clear, crisp narrative. Before Kira, we had trouble in telling folks our unique company story and getting them to invest in our mission. Kira understood the heart of what we do and in turn, she was able to share our heart with others.
—Gary Tabor, Director, Center for Large Landscape Conservation