We’ve made a calendar, a brochure and a yearly report for the largest nature-conservation fund in Russia.


We’ve been doing business with WWF for four years now, launching content projects in social media, creating websites, doing promotion. This time the fund has asked us to work on polygraphy.
Polygraphy for
the WWF Russia
Polygraphy for the WWF Russia
We’ve made a calendar, a brochure and a yearly report for the largest nature-conservation fund in Russia.

We’ve been doing business with WWF for four years now, launching content projects in social media, creating websites, doing promotion. This time the fund has asked us to work on polygraphy.
WWF Russia wanted to make a leaflet about their work: the history of the fund, its activity aimed at nature conservation in Russia and the results.

We analysed the target audience and came to the conclusion that the above mentioned format wouldn’t be able to give a proper understanding of an important conservation organisation. A leaflet (A4 format) implies a quick brief introduction to a company. That’s why we suggested compiling a brochure: that way the ideas of WWF Russia would be conveyed to the audience in a more informative way, whether it’s business, representatives of power structures, or potential contributors — in other words, anyone who supports the fund financially.
Brochure
What was the request
Brochure
What was the request
WWF Russia wanted to⦁make a⦁leaflet about their work: the history of⦁the fund, its activity aimed at⦁nature conservation in⦁Russia and the results.

We⦁analysed the target audience and came to⦁the conclusion that the above mentioned format wouldn’t be⦁able to⦁give a⦁proper understanding of⦁an⦁important conservation organisation. A⦁leaflet (A4 format) implies a⦁quick brief introduction to⦁a⦁company. That’s why we⦁suggested compiling a⦁brochure: that way the ideas of⦁WWF Russia would be⦁conveyed to⦁the audience in⦁a⦁more informative way, whether it’s business, representatives of⦁power structures, or⦁potential contributors⦁— in⦁other words, anyone who supports the fund financially.
Besides, a brochure can do more good for both its readers and the nature. Yes, it will take a lot of resources to produce, but unlike disposable leaflets, beautiful brochures of good quality will last longer. They won’t be thrown away like a leaflet. Instead, people will keep them at their offices to show colleagues.
Besides, a brochure can do more good for both its readers and the nature. Yes, it will take a lot of resources to produce, but unlike disposable leaflets, beautiful brochures of good quality will last longer. They won’t be thrown away like a leaflet. Instead, people will keep them at their offices to show colleagues.
01
Developing a structure.
Our job was to take 27 years of history and the results of WWF Russia’s activity in six directions and squeeze them into 12-page spreads. We’ve structured everything in the way that the brochure would present the information in a logical sequence, and the reader followed the narration with interest, rather than getting tired. The same approach was used to select the content for each page — both the text and the illustrations had to look organic.
What we did
02
Drawing the infographic.
In order not to overload the readers with text and to interest them instead, our designers have gathered complex data and reflected it in the infographic. At the same time, our goal was to follow the WWF Russia brand book — to preserve tradition in colors, fonts and graphic elements.
What we did
01 Developing a structure.

Our job was to take 27 years of history and the results of WWF Russia’s activity in six directions and squeeze them into 12-page spreads. We’ve structured everything in the way that the brochure would present the information in a logical sequence, and the reader followed the narration with interest, rather than getting tired. The same approach was used to select the content for each page — both the text and the illustrations had to look organic.
02 Drawing the infographic.

In order not to overload the readers with text and to interest them instead, our designers have gathered complex data and reflected it in the infographic. At the same time, our goal was to follow the WWF Russia brand book — to preserve tradition in colors, fonts and graphic elements.
03 Editing the photos.

The brochure had to contain 23 photos of the members of the WWF Russia team — with different background and shooting quality. We’ve brought all the photos to a single style solution by removing unnecessary details and giving the images the same background.
The brochure had to contain 23 photos of the members of the WWF Russia team - with different background and shooting quality. We’ve brought all the photos to a single style solution by removing unnecessary details and giving the images the same background.
Editing the photos.
03
04 Preparing the brochure for print.

Preparing the brochure for print is the most important stage of working with polygraphy. Layouts, especially those with photos, must be prepared in accordance with the requirements of the printing house. Only then will the printed edition look the same as on the designer’s screen. If the layout is not properly rendered, the print comes out in unpredictable colors, and the font becomes unreadable.
03
Editing the photos.
The brochure had to contain 23 photos of the members of the WWF Russia team — with different background and shooting quality. We’ve brought all the photos to a single style solution by removing unnecessary details and giving the images the same background.
04
Preparing the brochure for print.
Preparing the brochure for print is the most important stage of working with polygraphy. Layouts, especially those with photos, must be prepared in accordance with the requirements of the printing house. Only then will the printed edition look the same as on the designer’s screen. If the layout is not properly rendered, the print comes out in unpredictable colors, and the font becomes unreadable.
The first printed edition about WWF Russia. Presentable and illustrative, it expresses the organisation’s role in the country’s environmental activities in plain language to contributors and partners.
The results
The results
The first printed edition about WWF Russia. Presentable and illustrative, it expresses the organisation’s role in the country’s environmental activities in plain language to contributors and partners.
WWF Russia wanted to make a wall calendar with footage from camera traps — automatic cameras used by specialists to observe wild animals in their natural habitat.
Calendar
What was the request
Calendar
What was the request
WWF Russia wanted to make a wall calendar with footage from camera traps — automatic cameras used by specialists to observe wild animals in their natural habitat.
The difficulty was that the quality of images made with a camera trap is usually far from professional photography: the pictures are blurry, pixilated, and poor on colors. Our job was to make sure that all these imperfections weren’t obvious to the eye on a 35×60 cm calendar.
The difficulty was that the quality of images made with a camera trap is usually far from professional photography: the pictures are blurry, pixilated, and poor on colors. Our job was to make sure that all these imperfections weren’t obvious to the eye on a 35×60 cm calendar.
What we did
We turned to various photo correction services for help: we partially removed the image noise, adjusted the sharpness, and removed unnecessary details from the shots. It was not enough for printing a large wall calendar, but the finished pictures already looked nicer.
Improving the originals (as far as possible).
01
If you can’t fix it, alter it! This is what our designers thought and turned blurry photos into watercolor pictures. Below were added the originals in a reduced size, so that people could see the real shot from a camera trap — an animal in its natural habitat.
Styling the images.
02
What we did
01 Improving the originals (as far as possible).

We turned to various photo correction services for help: we partially removed the image noise, adjusted the sharpness, and removed unnecessary details from the shots. It was not enough for printing a large wall calendar, but the finished pictures already looked nicer.
02 Styling the images.

If you can’t fix it, alter it! This is what our designers thought and turned blurry photos into watercolor pictures. Below were added the originals in a reduced size, so that people could see the real shot from a camera trap — an animal in its natural habitat.
03 Adding captions to the images.

According to the fund’s idea, photos from the traps were supposed to interest people and encourage them to look at more pictures, learn more about the activities of WWF Russia. However, this message was not immediately read. So, we decided to add descriptions to the photos. We gathered interesting facts about each animal and explained why camera traps are needed. The calendar has become a photo story.
According to the fund’s idea, photos from the traps were supposed to interest people and encourage them to look at more pictures, learn more about the activities of WWF Russia. However, this message was not immediately read. So, we decided to add descriptions to the photos. We gathered interesting facts about each animal and explained why camera traps are needed. The calendar has become a photo story.
Adding captions to the images.
03
When pictured in the full size of the calendar, the flaws in the photos were completely invisible, and thanks to proper prepress preparation, the print accurately reflected the colors of the design layout.
The results
The results
When pictured in the full size of the calendar, the flaws in the photos were completely invisible, and thanks to proper prepress preparation, the print accurately reflected the colors of the design layout.
WWF Russia annually publishes reports where it talks about the results achieved. This information is important for potential and present contributors of the organization: it matters to people that their donations are beneficial.


Over the past 5 years, the fund has had more or less the same style of reports in terms of design: a lot of text (up to 100 pages) and few illustrations. Such content seems to be comprehensible only for specialists, while the target audience — partners and contributors who make donations — wouldn’t go for such a read.
Report
What was the request
Report
What was the request
WWF Russia annually publishes reports where it talks about the results achieved. This information is important for potential and present contributors of the organization: it matters to people that their donations are beneficial.

Over the past 5 years, the fund has had more or less the same style of reports in terms of design: a lot of text (up to 100 pages) and few illustrations. Such content seems to be comprehensible only for specialists, while the target audience — partners and contributors who make donations — wouldn’t go for such a read.
Our task was to present the results of WWF Russia’s work in an accessible language, so that even if the readers merely skimmed through the report, they would immediately understand where exactly their donations had gone.

Almost the entire team of "forest" designers was involved in designing the report — 6 people!
Our task was to present the results of WWF Russia’s work in an accessible language, so that even if the readers merely skimmed through the report, they would immediately understand where exactly their donations had gone.

Almost the entire team of "forest" designers was involved in designing the report — 6 people!
What we did
01 We studied 15 references from WWF Russia.

These were the reports of big companies that the fund liked.
What we did
These were the reports of big companies that the fund liked.
We studied 15 references from WWF Russia.
01
For projects of such scale, we usually turn to several graphic designers at once. Each one has their own style and vision, so we can offer clients different concepts, and they will surely find the best fit for them.
Choosing and agreeing on the concept.
02
02 Choosing and agreeing on the concept.

For projects of such scale, we usually turn to several graphic designers at once. Each one has their own style and vision, so we can offer clients different concepts, and they will surely find the best fit for them.
We diluted the complex information in the report with additional infographic, customized illustrations (in the style of the reports already made by the foundation), and images that we selected in the WWF Russia photo database by ourselves. Some of the images were retouched: in some of the shots unnecessary details were removed, in others the objects of the photos were transferred to a different background.
Structuring and arranging the content.
03
03 Structuring and arranging the content.

We diluted the complex information in the report with additional infographic, customized illustrations (in the style of the reports already made by the foundation), and images that we selected in the WWF Russia photo database by ourselves. Some of the images were retouched: in some of the shots unnecessary details were removed, in others the objects of the photos were transferred to a different background.
To speed up the process, 4 designers were put to work, and the leading specialist brought everything to a single style. The final quality control was carried out by the art director.
Arranging the report.
04
04 Arranging the report.

To speed up the process, 4 designers were put to work, and the leading specialist brought everything to a single style. The final quality control was carried out by the art director.
The majority of the target audience prefers to look at the reports online. For them, we made an electronic version in pdf-format in Russian and English. Since the foundation gives a small number of copies for print anyway, we prepared a layout for the printed version in accordance with the requirements of the printing house.
Creating printed and electronic versions.
05
05 Creating printed and electronic versions.

The majority of the target audience prefers to look at the reports online. For them, we made an electronic version in pdf-format in Russian and English. Since the foundation gives a small number of copies for print anyway, we prepared a layout for the printed version in accordance with the requirements of the printing house.
The report turned out detailed and comprehensible at the same time. We managed to "pack" complex information into images and meanings understandable to the audience thanks to design, infographic, demonstrative photos and by focusing on important numbers.
The results
The results
The report turned out detailed and comprehensible at the same time. We managed to "pack" complex information into images and meanings understandable to the audience thanks to design, infographic, demonstrative photos and by focusing on important numbers.
Project manager
Our Team
Anna Sapelnikova
Art director
Anastasia Vasilchenko
Lead graphic designer
Natalia Kalashnikova
Graphic designer
Liubov Belova
Graphic designer
Viktoria Makarchuk
Graphic designer
Ekaterina Yurchak
Editor
Daria Bolshakova
Proofreader
Tatiana Denisova
Subject-matter expert
Aleksandr Mishin
Our Team
Anna Sapelnikova
Project manager

Anastasia Vasilchenko
Art director

Natalia Kalashnikova
Lead graphic designer
Liubov Belova
Graphic designer

Viktoria Makarchuk
Graphic designer

Ekaterina Yurchak
Graphic designer
Daria Bolshakova
Editor

Tatiana Denisova
Proofreader

Aleksandr Mishin
Subject-matter expert
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