world wildlife fund : biopolis
Improving the quality
of urban life with biodiversity initiatives.
Biopolis is a community hub where people can share information and learn more about biodiversity initiatives.
This project arose from a need to improve communication and collaboration among project owners and members of the public. It’s focus is Montreal’s diverse system of parks and waterways.
This project was sponsored by the World Wildlife Fund and Conservation Montreal, who felt that more could be done in the city to promote biodiversity initiatives.
It’s well documented that people feel better when they interact with nature, and that time spent outdoors and with animals improves urban life and mental health. There are many projects being conducted by local universities aimed at identifying areas of improvement and opportunities for change but there is little communication between project owners and interested members of the public.
The World Wildlife Fund hired Third Wunder, a digital marketing agency with whom I partner on creative projects, to produce the website.
slides from initial proposal
Discovery + Brand Story
The goal of the project was to create community connections – bringing together many different people who normally don’t get the chance to work together.
The website was originally named PEBU (a french acronym translating roughly to ‘the high bar for Urban Biodiversity’). The project was initiated by a panel of non-profit groups, with the goal of making project information accessible to the public.
Working with key stakeholders, I led interviews and hosted discovery sessions where I pulled out some key insights about what the brand was all about. We identified 4 user personas, which gave us great insight into user motivations, and helped define the features and experiences they would be interested in.
A major insight was that the brand needed to be inspiring first, and informative second. The working name PEBU was not appropriate. Liesl Barrell, the project lead from Third Wunder came up with a number of great options, from which one stood out as the clear winner. We moved forward with the name Biopolis.