Ivan the Gorilla
A Platinum-winning study in B2B sophistication. Discover how we combined "indulgent" high-end photography with a high-efficiency custom content engine to turn a national dessert catalog into an automated sales powerhouse.
TSO Media, Robert Nissenbaum
Project management, copywriting
https://tso.media/
Fat Dog Creatives, Rhonda Negard
Web designer, developer
https://fatdogcreatives.com/about-us/
From Local Legacy to Global Conservation
The Ivan the Gorilla Foundation was established to honor the life of Ivan, a Western lowland gorilla who became a beloved figure in Tacoma, WA. Originally focused on commemorating Ivan’s life and funding his memorial sculpture at Point Defiance Zoo & Aquarium, the foundation is now expanding its mission toward global wildlife education and habitat preservation.
The Challenge
The Challenge: The "Legacy Pivot" The foundation faced a critical strategic hurdle: how to transition from a memorial-based organization to an educational and conservation-driven one. The Emotional Balance: Moving the focus from Ivan’s past to the future of his species without losing the deep, personal connection his audience has with his story. Generational Reach: Introducing Ivan’s legacy to a younger generation who never met him, while maintaining a digital presence that feels as "experiential" as a real-life encounter. Technical Logistics: Migrating a high-volume e-commerce store and rebranding the domain to ivanthegorilla.org without downtime or loss of SEO equity.
The Strategy
The Strategy: Relational Nostalgia In partnership with TSO Media, the strategy focused on William Lidwell’s principle of Storytelling and the Exposure Effect. We decided to use Ivan’s unique life story as a "gateway" to conservation. By framing Ivan not just as a memorial subject, but as a teacher, we could use his narrative to build empathy for endangered species. The visual strategy shifted from a "polished corporate" look to an "authentic scrapbook" aesthetic to evoke nostalgia and warmth.
Project Scope
Non-Profit Brand Strategy & Mission Pivot
Immersive "Storybook" UI/UX Design
Complex E-commerce Migration & Print-on-Demand Integration
SEO Strategy & High-Stakes Domain Redirection
Custom Fundraising Systems (GiveWP Implementation)
The Solution
A Digital Storybook & Conservation Hub: We re-engineered the digital experience to be an interactive bridge between Ivan’s history and the foundation's future goals. "Scrapbook" Visual UX: I moved away from sterile web design, instead utilizing Ivan’s most gentle photos within a "storybook" layout. This hand-crafted feel evokes a sense of personal history and "real life," making the experience approachable for both adults and children. Hand-Drawn Interactivity: To engage younger audiences, I incorporated hand-drawn icons and organic design elements. This creates a tactile, immersive environment that invites exploration rather than just passive reading. SEO & Domain Migration: We successfully executed a complex domain migration and "permanently redirected" the old site architecture. This preserved years of SEO value while aligning the brand with a more recognizable, legacy-focused URL. Integrated Fundraising & E-commerce: We implemented a robust donation system via GiveWP and a print-on-demand e-commerce model. This allowed the foundation to scale its merchandise variety without the overhead of physical inventory, funding their mission to return Ivan's ashes to the Congo.
The Result
A Legacy that Protects the Future The redesigned Ivan the Gorilla website is now a powerful educational asset. By centering the user experience on empathy and "fun exploration," we have enabled the foundation to grow its audience beyond those who knew Ivan personally. The site effectively uses a local story to spark a global conversation about habitat preservation, ensuring that Ivan’s impact continues to be felt in the natural world he now helps protect.
