The Seed Fund
Sector and focus area
Conservation finance • Nature • Brand strategy • Digital communications
Context and challenge
The Seed Fund was established to help turn global conservation ambition into action by supporting governments and organisations working to protect and restore some of the world’s most important ecosystems.
As a new funding programme, The Seed Fund needed a compelling public presence that clearly communicated its purpose, funding priorities and impact to partners, applicants and stakeholders around the world.
Greenhouse was appointed to develop the organisation’s brand, website and communications platform, creating the foundations for a public presence that reflected its position as a leading new conservation funder.
Approach and strategy
The work combined strategic positioning, visual identity, website design and content architecture to create a platform that could evolve alongside the organisation.
Key elements of the strategy included:
- • Delivering launch support, training materials and post-launch handover to enable the client team to manage content independently.
- • Creating a strategic messaging framework and intuitive website architecture.
- • Designing a flexible visual system featuring hand-drawn flora and fauna illustrations and rich natural textures that celebrated the natural-world focus of The Seed Fund’s work and the people and places it supports.
Work delivered
Alongside the brand strategy and visual guidelines, we designed and built a responsive website that clearly explains the organisation’s mission, funding opportunities and geographic focus.
Built on Webflow, the platform includes a flexible content management system, integrated analytics, newsletter functionality, intuitive content management tools and an interactive map showcasing the countries and communities supported by The Seed Fund.
We also produced an extensive suite of brand assets, illustration libraries and design templates, giving The Seed Fund a distinctive visual language across digital and print communications while enabling the internal team to confidently manage future content.
Outcomes and impact
The project gave The Seed Fund a strong platform from launch, enabling it to communicate its mission clearly, engage partners and applicants, and support future growth.
By combining strategic messaging with a distinctive visual system, Greenhouse created a recognisable brand that reflects both the natural world and the communities at the heart of conservation. The new website provides an engaging digital experience, while the flexible design system and reusable templates ensure communications remain consistent as the organisation evolves.
Media impact included:
Engagement
54.8%website engagement rate
Assets
100+Individual logo and illustration assets created
Brand
45+reusable design templates for print and digital communications
Coverage appeared across leading international outlets, including BBC, The Washington Post, Reuters and The Times.
The work also supported progress towards a more equitable and ambitious policy outcome by delivering clear, consistent messaging throughout the negotiation process.
Why this work matters
Strong conservation initiatives depend on trust, clarity and accessibility. For new organisations, a compelling public identity is essential to attracting partners, supporting applicants and communicating impact.
By creating The Seed Fund’s brand and digital platform from the ground up, Greenhouse helped transform a new conservation finance programme into a credible, accessible organisation with the tools to engage stakeholders, share knowledge and support conservation action around the world.
“To The Greenhouse Team, THANK YOU! Thank you for all the work you have put in, for exercising patience and for everything in between! The site is the beautifulest site in existence.”
