Landor & Fitch: IUCN SOS – Save Our Species

The International Union for the Conservation of Nature (IUCN) Save Our Species programme contributes to the long-term survival of threatened species, their habitats and the people who depend on them.

But despite having the highest number of experts, the best data and the largest network of partner non-governmental organisations (NGOs) ready for action, IUCN struggled to engage and appeal to donors and private sector audiences.

IUCN SOS partnered with Landor & Fitch to transform the brand so that it appealed to a time-starved, ROI-focused audience.

In these trying times, saving species is not at the top of people’s minds, nor CEOs’ agendas. But saving our own species is. And when one species disappears, our whole ecosystem is at risk, including us humans.

Inspired by this chain reaction process, Landor & Fitch turned IUCN SOS’s mission into a self-explanatory metaphor: the domino effect. Highlighting the fragility of nature’s equilibrium, it enabled the creation of impactful, flexible graphics – from a launch video to logo and individual activation stories.

The dominoes on the verge of falling show we can all act to change the outcome, and ultimately, Keep Nature Standing.