Designing Visibility for Conservation

This project rethinks how conservation is seen, understood, and acted upon. I led research and experience design to translate fragmented communication into a more visible, connected engagement system — helping broader audiences move from awareness to participation.

This phase focused on the existing communication ecosystem — identifying where visibility was strong, where pathways broke down, and how current touchpoints compared with stronger conservation organizations and best practices.

Despite its global impact, TNC Georgia was struggling to connect with broader audiences beyond its existing donor base.

Based on research patterns, we reframed TNC Georgia's outreach into four audience groups with different motivations, expectations, and preferred ways of participating — moving from one primary donor audience to four engagement segments.

Rather than redesigning isolated touchpoints, this solution reorganizes TNC's communication into a more connected system — bringing together digital and physical channels to support clearer discovery, stronger participation, and long-term engagement.

The website and supporting materials were reorganized into a clearer information path, helping people understand where to go, what matters most, and what to do next.

Beyond making information visible and understandable, the system was extended into more active touchpoints that invited people to join, return, and participate over time.

Clarity, hierarchy, and continuity do more than improve presentation. They shape whether people understand what matters, trust what they see, and feel ready to take action.

The redesign created a clearer path from awareness to understanding, and from understanding to participation across digital and physical touchpoints.