System rollout in progress
IFAW
Conservation and sustainer creative with a broader Audience-First rollout underway, showing message range without losing brand consistency.
Executive Creative Director, DELVE · 2025–2026
My role
Creative system leadership; concept development; copywriting; art direction; production oversight; client presentation; QA and final approval.
IFAW required creative that could carry urgency, hope, proof, animal-centered storytelling, and long-term donor value without fragmenting the brand. The selected work shows the breadth of that message space while the broader Audience-First rollout was being introduced.
The challenge
Conservation audiences can arrive with very different motivations. Some respond to the immediacy of rescue, some to the protection of a species, some to systemic change, and some to the sustained value of monthly giving. The creative needed enough range to meet those motivations while remaining coherent and practical to produce.
The approach
I led concepts, copy, art direction, production oversight, client presentation, and final approval while leading the system rollout. We developed distinct message territories and channel-ready executions that could be evaluated as purposeful ideas rather than interchangeable variations.
How the system showed up
The selected campaign work was published. In parallel, IFAW was moving toward the full Audience-First structure, including more explicit audience definitions, messaging matrices, modular production, and traceable learning. That rollout was still in progress when I left DELVE, so this case should distinguish published creative from the system’s implementation stage.
Outcome
The work demonstrates how a strong brand can support multiple emotional and strategic openings without losing consistency. The work performed above established performance targets. Specific performance, spend, and campaign data are confidential.