Case Study: International Crane Foundation boosts global conservation engagement with Free Range’s rebrand and website strategy

International Crane Foundation boosts website traffic 57% with Free Range

The International Crane Foundation (ICF), a global conservation nonprofit, faced a challenge as prospective donors perceived it narrowly as only a crane survival group, missing its broader work combating habitat destruction through landscape restoration and community projects. To reposition its brand, ICF partnered with the vendor Free Range for a comprehensive rebranding, website redesign, and communications strategy.

Free Range conducted in-depth research and workshops, then developed a new design system, messaging framework, and a rebranded website with improved architecture. They also created detailed project reports, an interactive global tool, and launched paid social campaigns. As a result, Free Range's efforts drove a 57% increase in website traffic and a 25% increase in mailing list signups in the first year, successfully highlighting ICF's global conservation impact.

International Crane Foundation (icf)