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As one of the most recognized brands in the world, WWF has long been known for its unparalleled work in conservation. In support of this mission, Mighty Good frequently partners with WWF as it engages some of the globe’s leading corporations to pursue ambitious sustainability goals. In 2023, WWF approached Mighty Good to help sharpen the value proposition of its Forests Forward program. A robust platform that supports companies to commit, take action and collaborate in fighting forest loss, Forests Forward was programmatically strong. Program leadership wanted to match that strength with equally strong messaging that would be clear and appealing to potential partners.
Following a series of internal workshops and a brand landscape analysis, Mighty Good identified a new message frame to help Forests Forward strongly resonate. Rather than frame forests as a vulnerable entity in need of saving, Mighty Good recommended describing forests as a powerful force that – if protected – could help companies meet their sustainability, social impact and business goals all at once.
With messaging in place, Mighty Good worked with the Forests Forward team to build out a presentation for recruiting new corporate partners. Mighty Good leveraged WWF’s existing brand standards and photo library to design a visually sophisticated presentation deck, adding custom graphics to aid with explanations of how Forests Forward works. Complementing the visual work, Mighty Good translated the new messaging into a compelling pitch narrative.
“Mighty Good’s brand process helped us find a message that aligns WWF’s goals with those of potential corporate partners, ultimately simplifying our pitch. It’s not only easier to explain our program to potential partners now, it’s more effective. Since deploying them, we’ve brought new partners into our program, and reinforced the value of it to our existing ones.”
– Claire Jones, Senior Director, Communications, Forests, WWF-US