World Cocoa Foundation is the world leader in cocoa agriculture and communities, conducting research and operating programs that provide education, business skills, and healthcare to farming communities on four continents. WCF asked Constructive to rebrand the organization and redesign its website. We then partnered in the years that followed to help the organization advance sustainable agriculture and community development, ensuring that cocoa can continue to be enjoyed for generations to come.
We began with brand strategy workshops to deepen understanding of how rebranding could better express the mission, key issues, the communities they serve, and the public-private partnerships that made it all work. New strategic positioning articulates WCF’s role as a unique leader uniting local communities, governments, NGOs, and the cocoa industry. WCF’s strategy is then visually expressed through a new logo and design system that creates a foundation for visual communications, featuring an iconic mark, classic typography, and a color palette that evokes the richness of cocoa and the vitality of agriculture.
World Cocoa Foundation’s design system established the platform and parameters needed to create cohesion and scale communications across digital, print, and events.
As an organization that works extensively with international governments and in the field with local communities where internet access is often restricted, print communications play an important role in the World Cocoa Foundation’s strategy. And as a major convener of partners across the private and public sectors, events are equally important to advancing their mission. Over the years, we have developed a system of collateral, presentations, and event materials in multiple languages to effectively engage audiences worldwide.
As a leader that the global cocoa sector turns to, the World Cocoa Foundation’s annual report plays a vital role in sharing information and giving inspiration to member companies, partner NGOs, and governments. We collaborated with WCF leadership to develop a content strategy and design that more effectively tells their story through their yearly developments and broader history of impact. Bold, visually inviting, and filled with stories, information, and key takeaways, WCF’s annual report speaks to the issues facing the field and brings its mission and impact to the forefront.
WCF’s website needed to successfully address multiple priorities—articulating its mission and model, educating about complex topics like sustainable supply chains, connecting audiences to work in far-away places, demonstrating progress, and providing vital resources to the field. Leveraging our brand strategy work, we established priorities, created personas, and architected an experience that relates key issues, geography, programs, and more within WCF’s mission framework—then used storytelling, field photography, and impact statistics to make it more tangible.
Together, World Cocoa Foundation’s brand strategy and communications design have transformed how the organization communicates with stakeholders, supports local communities, and partners across sectors to help ensure cocoa sustainability for generations to come.
“Constructive’s work expanding and improving our communications has made an immediate impact—not just with our members and partners, but internally as well. We now project as the influential global organization we are. What stood out immediately is how well they embraced understanding our programs and our mission; then translated it into design and messaging that really differentiate us.”
Bill Guyton, President, World Cocoa Foundation (Former)
