38.8816° N, 77.0910° W
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Together We Find a Way

The Nature Conservancy

The Nature Conservancy partnered with HUMAN to craft a bold brand anthem, inspiring global action toward a sustainable future.

38.8816° N, 77.0910° W

Project Overview

Together We Find a Way

The Nature Conservancy (TNC), one of the world’s most respected environmental organizations, partnered with HUMAN to elevate its global brand and amplify the urgency of its 2030 conservation goals. Tasked with crafting a powerful and emotionally resonant brand anthem, HUMAN developed a cinematic film that repositions TNC as a bold catalyst for systemic change—moving beyond traditional conservation narratives to inspire a new era of collaboration and innovation.

Through a sweeping visual narrative and human-centered storytelling, the anthem highlights the interconnectedness of people and planet, while underscoring the critical importance of protecting vulnerable ecosystems and preserving biodiversity in the face of a rapidly accelerating climate crisis. Designed to build emotional resonance with both internal and external audiences, the campaign positions TNC as a master collaborator and leader in nature-based solutions, carbon markets, and resilience strategies across more than 70 countries and all 50 U.S. states.

The anthem premiered to TNC’s global leadership and has since been used as a cornerstone asset across fundraising campaigns, policy initiatives, and public engagements—successfully building brand recognition and deepening audience connection to TNC’s mission of creating a sustainable future for all life on Earth.

2025

Case Study

The Nature Conservancy

A Case Study on HUMAN’s Brand Anthem for The Nature Conservancy

Overview

In an era marked by biodiversity collapse and climate instability, The Nature Conservancy (TNC)—one of the world’s most respected environmental organizations—recognized the need for a new kind of storytelling. The organization turned to HUMAN to craft a bold, emotionally resonant brand anthem that could unify its global voice, inspire collective action, and ignite passion around its ambitious 2030 goals. The result was Together for Nature, a cinematic film designed to reposition TNC from a quiet conservation steward to a dynamic, global catalyst for systemic change.

Challenge

TNC’s legacy as a science-based, solutions-driven organization was strong—but the brand lacked a unified emotional narrative to match the scale of the crises it was tackling. With over 70 countries and all 50 U.S. states in its portfolio, TNC needed a brand expression that could:

  • Connect emotionally across diverse audiences
  • Reflect the urgency and ambition of its 2030 goals
  • Inspire internal alignment and external trust in its leadership role
  • Move beyond “preservation” toward systems-change storytelling

Objectives

  • Reframe the Brand: Position TNC as a future-forward, innovative leader in environmental transformation.
  • Ignite Emotion and Action: Use storytelling to build resonance across donors, policymakers, partners, and the public.
  • Unify Global Teams: Create a core narrative that speaks across departments, borders, and campaign efforts.
  • Support Strategic Goals: Anchor TNC’s 2030 conservation mission with a signature piece that could be adapted across fundraising, policy, and outreach.

Creative Strategy

HUMAN applied its Narrative Design™ framework to translate TNC’s scientific vision into human terms:

  • Human-Centered Storytelling: The film follows voices from around the world—scientists, Indigenous leaders, farmers, and families—interwoven into a global narrative about connection, resilience, and hope.
  • Epic Scale + Intimate Detail: Sweeping drone cinematography and grounded, verité moments were juxtaposed to show the scale and soul of TNC’s mission.
  • Sound as Emotion: A bespoke original score and immersive sound design build emotional momentum, culminating in a call to collective purpose.
  • Future-Forward Visuals: The aesthetic embraced TNC’s modern identity—dynamic, global, and optimistic—while honoring its roots in science and place-based work.

Campaign Elements

1. Anthem Film Launch:

  • Premiered to global leadership and stakeholders at an internal TNC summit.
  • Used as a keystone asset at fundraising events, conferences, and major donor briefings.

2. Fundraising Integration:

  • Cutdowns created for email, social media, and gala events—boosting donor conversion and retention.

3. Policy & Advocacy Tools:

  • Adapted for use in briefings with policymakers and global partners, highlighting TNC’s global relevance.

4. Internal Alignment Toolkit:

  • Shared with all country programs and departments as a “North Star” for brand storytelling.
  • Provided guidelines for adapting the film’s tone, themes, and messaging into local languages and contexts.

Impact

Global Internal Adoption:

  • The film was adopted as the definitive expression of TNC’s mission, used in over 50 internal offices within three months of release.

Fundraising Success:

  • Helped raise millions in early-stage funding tied to the 2030 goals through private donor events and digital campaigns.

Brand Elevation:

  • Praised internally and externally for signaling a bold new chapter for the organization.
  • Positioned TNC as a trusted leader in nature-based solutions and systems-level climate action.

Emotional Resonance:

  • Staff and partners reported feeling “proud,” “seen,” and “energized” by the narrative—driving a renewed sense of shared mission.

Outcome

Together We Find a Way succeeded in unifying The Nature Conservancy’s global voice with an emotionally rich and strategically grounded anthem. More than a film, it became a rallying cry—anchoring internal alignment, external trust, and a renewed belief that protecting life on Earth is not only possible, but necessary, and achievable—together. It is now being translated into Spanish, Portuguese, Mandarin, Cantonese, Mongolian, Hindi, French and Bahasa Indonesia.

Credits
Together We Find a Way

Directed by Jonathan Olinger

Produced by Maya Gaia Savage

Creative Direction Ashley Gutierez

Edited by Elliot Farinaro

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