Early American John James Audubon set the standard for bird lovers when he published and painted The Birds of America, which carefully identified stateside birds, including 25 new species. To carry on his enduring vision, the National Audubon Society continues to lovingly record and categorize birds using the highest visual standards. Its newly redesigned website puts gorgeous ornithological photography at the forefront, with colorful plumes and beaks drawing readers in. The redesign integrates the magazine Audubon with the conservation and birding organization, which previously had two separate websites. Design firm Mule says it was easy to show the organization’s passion: “They are genuinely witty and so caring and human in expressing their clear focus on birds,” writes Erika Hall, co-founder of Mule Design. “The new site structure allows that to come through.” The navigation makes contextual connections between information and action, between natural habitats and human experiences, and among species of birds. For instance, it detects each user’s location and displays the migratory pattern, or flyway, of a particular bird in the region. Bird cards mimic classic field guide illustrations and play the bird’s call. The site includes exciting innovations, such as conservation mapping software and data from the company Esri, as well as heritage: John James Audubon’s original illustrations are available as free high-resolution downloads. Total impressions doubled 10 days after the launch, and online donations rose 16 percent compared to the previous February.
The global integrated advertising agency created a modern site to house its most-talked-about work.