Website design — Content strategyWisCorps & Central Conservation
Project Goal
Central Conservation and WisCorps work toward the same mission: restoring natural ecosystems across the Midwest, but play distinctly different roles. Central Conservation is the funding partner focused on raising capital and winning grants. WisCorps executes the work directly by recruiting and training conservation crews who build and restore trails, wildlife habitats, waterways, and green spaces.
The goal: Strategize and design two complementary websites that differentiate their roles without creating competing brands.
Understanding The Client
Central Conservation goals:
Establish credibility as a funding body
Communicate mission to funders and donors
Provide an efficient portal for donations
Reinforce professionalism and strategic investment
WisCorps goals:
Inspire action through storytelling and recruitment
Serve potential crew members, land managers & communities
Make it easy to view current open positions, apply, join a crew, or request a conservation project
The Approach
Visual Direction
Central Conservation: Professional, minimal
Color palette inspired by pine greens & muted slate to convey trust and stability.
Photography featuring landscapes over people (impact > activity).
WisCorps: Hands-on, bold
Vibrant blues and earth tones inspired by field gear and trail maps.
Photography centered on crews at work, diverse groups, real tools, real projects.
Illustration accents of field gear and tools.
Content Strategy
Central Conservation:
Strategic, factual, impact-driven.
“Investing in ecosystem resilience through collaborative public funding.”
Highlight programs and create a simple way to donate.
WisCorps:
Energetic, community-focused, youthful
“Conservation in action.”
Storytelling through crew experiences, photo-rich stories, and project highlights.
Clear calls to action (Join a Crew, Request a Project, Support WisCorps).
