Founded in 1961, WWF (World Wildlife Fund) operates in more than 100 countries working for a future in which humans live in harmony with nature.

Navajo was asked to help develop a strategy and identity that would clearly communicate their mission and vision for sustainable development worldwide through the production of a study raising awareness of companies corporate and social responsibilities.

Navajo urged the WWF to boldly and consistently embrace a departure from its 'wildlife' image, and forego use of any wildlife imagery. We were able to express visually a 'sticky' image that coupled with the naming 'Let Them Eat Cake' generated an identity and product that was conducive to closer inspection by its intended audience.

A letter of thanks from the National Executive Director, on behalf of all participating clients, expressed thanks and referred to the identity as “a wonderfully inspiring and creative job.”