Caterpillar Foundation
Caterpillar Foundation: It Takes a Reimagined Village
By aligning message with mission and interaction with insight, we created a space that doesn’t just inform users—it inspires them.
The Challenge
Since 1952, the Caterpillar Foundation has brought together organizations dedicated to transforming lives around the world. Together, they champion programs that support education, the environment and basic human needs. With hundreds of partners across the globe and a deep commitment to systemic change, the impact is both broad and profound.
The Foundation needed a complete digital reinvention—one that would bring its mission to life, amplify awareness of its work, and invite users to joyfully discover the ripple effects of every project funded.
The Concept
Our vision was to build a living, breathing storytelling platform—one that would pull users down a purposeful rabbit hole of real-world transformation. The concept was grounded in discovery by design: using emotional storytelling, intuitive navigation, and interactive tools to highlight the expansive global reach of the Foundation’s work.
The Interactive Map
To showcase the Foundation’s worldwide footprint, we crafted an interactive map that meticulously plotted a tapestry of narratives, visuals and videos.
• Each point on the map acted as a gateway to more content, inviting users to dig deeper and deeper.
• Clickable hotspots unlocked videos, photos, infographics, and impact stories
Mission-Focused Navigation
I partnered with UX designers to ensure a structure that guided exploration while aligning tightly to the Foundation’s brand voice.
• Visitors could browse the site via partner, region, or issue, creating multiple intuitive entry points into the content
• Each page was designed to invite deeper engagement, encouraging return visits and content sharing
The Infographics
To distill the gravity and vast scope of poverty challenges into digestible formats, I wrote and concepted a series of data-driven, emotionally resonant infographics. These visual stories became the most-shared assets across social channels, dramatically increasing engagement and awareness.
The Impact
• A best-in-class nonprofit digital storytelling experience
• Dramatically improved user engagement and return visits
• Elevated the Caterpillar Foundation’s voice as a leader in global philanthropy
• Infographics became the top-performing social content, sparking widespread shares and new awareness
• Transformed a static website into a purpose-driven destination