Securing Antarctica's Environmental Future
Helping a multi-partner Antarctic research programme make complex science clearer, more visible and more useful to the people who need to understand it.
The problem
SAEF’s work matters to science, policy, business, philanthropy and the public, but Antarctic research can feel remote from everyday life. The website needed to make the programme’s purpose clearer and more tangible without flattening the complexity of the research.
The challenge was not just to redesign pages. It was to help different audiences understand why Antarctica matters to them.
The audiences
Business needed to understand why Antarctic research has commercial relevance.
Philanthropy needed to see SAEF’s work, impact and funding potential more clearly.
Government and institutional stakeholders needed stronger visibility of the programme’s purpose, credibility and relevance.
The general public needed a clearer reason to care about Antarctica as something connected to society, not separate from it.
My role
I led the strategy, design and content direction for the website refresh. That included shaping the communication approach, clarifying the content hierarchy, designing the digital experience and working with senior programme stakeholders to turn complex research and organisational purpose into a clearer website.
The approach
The work began by identifying the real communication job of the site: to make Antarctic research visible, relevant and actionable for multiple audiences.
From there, I shaped the content hierarchy around what each audience needed to understand first, what they needed to trust, and where they needed to go next. The design then had to support that structure: clear enough for a broad audience, credible enough for institutional stakeholders, and flexible enough to support ongoing research communication.
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What this shows
This project shows my ability to work with senior stakeholders, clarify complex messages, build content structure, design for multiple audiences and turn organisational purpose into a coherent digital experience.