CPL creates new look for flagship conservation magazine

CPL has completed a year-long project to redesign and produce the annual magazine of Fauna & Flora International (FFI) – the world’s oldest international wildlife conservation organisation.

Founded in 1903 and based in Cambridge, FFI runs more than 140 projects in over 40 countries worldwide, with the aim of saving species from extinction and habitats from destruction.

The brief from FFI was that its flagship publication needed a new look and feel that would complement the insights and analysis that are part of its distinctive and unique approach to conservation. It would need to reflect FFI’s position as a “modern, credible and leading player in global conservation”.

Martin Bewick, content strategist at CPL, said at the start of the process: “Our redesign of the magazine will align the brand with FFI’s goals and ultimately help fulfil its objectives.”

During 2019, the CPL team, spearheaded by Kevin Reed and Phil Minett, who lead on design and editorial respectively, worked closely with FFI to revamp the publication. This included a new name – &FFI, which reflects the organisation’s collaborative approach to conservation – refreshed typography, structure, colour palette and presentation of content.

The result: a high-quality magazine that achieves FFI’s aims of being – among other things – intelligent but accessible, and entertaining without being trite or sensationalist, and that shows the organisation to be trailblazing and a leader in its field.

Tim Knight, communications specialist at FFI, and the magazine’s editor, said: “We’re absolutely delighted with how the magazine has turned out. It has been very well received internally, and we’ve already had some terrific feedback from our members.

“Working with the CPL team has been highly beneficial. We were particularly impressed by their initial creative ideas, which showed a real grasp of the brief, and by how responsive they were to our feedback as the redesign process evolved. It felt like a leap of faith to radically remodel a publication that had served us so well, but the finished product has more than vindicated that decision.”

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